The Green Carpet Fashion Awards (GCFA) is set to return this year on October 10. This year’s ceremony is set to see stunning visual effects and augmented reality take over, as it welcomes some of the biggest names in sustainable fashion to Milan next month.
The event is said to be centering around the theme of friendship and change. “This year’s extraordinary edition will center around the theme of togetherness and rebirth – to weave the new thread of our society, under the principles of social and environmental justice, starting from Italy,” stated Eco-Age, the organization behind the GCFAs founded by Vogue Arabia Sustainability Editor-at-Large Livia Firth.
The most significant part of the evening, the red carpet, providing powerful storytelling moments from celebrities and fashion icons alike, has been re-imagined for this occasion, with the launch of the “first digital green carpet in the world”. Eco-Age stated: “Central to the awards, the permanent web experience will launch two weeks before the event and will give a global perspective of the work being done by designers, manufactures, and individuals to create and promote sustainability in fashion. Celebrities will grace the digital green carpet and share an exclusive look into their wardrobes showcasing treasured pieces and looks along with a call to action, encouraging all to become active citizens in sustainable fashion”.
The event has been directed by Grammy-nominated director, Giorgio Testi and produced by Emmy Award winner Pulse Films and will feature aspects of augmented reality fused with visual FX, which have been created by some of the world’s leading talent. The annual event was launched in 2017 and reflects the commitment of individual designers and fashion houses to sustainability throughout their operations. This year’s awards will reportedly feature only five awards with the iconic Chopard statuette award, to be handed to recipients to “mark the beginning of a new era”.
Some of the biggest names in fashion are invited to La Scala theatre, Milan for “the only awards ceremony to honor both the handprint of fashion (the human capital that goes into the making of fashion), as well as to acknowledge the footprint (the natural capital and environmental impact) of fashion at this level”. Individuals from the fashion community such as Valentine Garavani, Stella McCartney, and Eco-Age creative director Firth are expected to grace the digital carpet.
The Green Carpet Fashion Awards will be broadcast by Sky on October 10, across all of its European territories as well as with partners in the US and Asia. The global premiere of the event will also be available on YouTube.