Is it just us, or does that red carpet look a little greener?

Tonight, while most people will tune into the 69th Golden Globes to see if The Help will beat out Moneyball for Best Picture, our eyes will be trained on the red carpet pre-show coverage to see Livia Firth kick off her annual Green Carpet Challenge. What can we say? She has us hooked.

Firth, who runs Eco-Age and is married to actor Colin Firth, started the Green Carpet Challenge in 2009 to bring attention to her work in ethical and sustainable fashion. That year, she pledged to only wear upcycled, vintage, and eco-friendly outfits while accompanying her husband on the red carpet during awards season. The following year, the challenge picked up speed when Colin was the Best Actor pick across awards shows for his performance in The King’s Speech. Livia was by his side the whole way through, notably in a gorgeous upcycled Gary Harvey dress at the Oscars.

This year, Firth has recruited an impressive roster of designers who will dress her for awards season in accordance with GCC’s strict ethical and sustainable standards. The list includes Tom Ford, Chanel, Giorgio Armani, Gucci, Yves Saint Laurent, and Stella McCartney.

Tonight’s gown was designed by Giorgio Armani with eco-friendly materials, and Firth has been involved in its creation from day one. Firth described the process as “unreal” and writes on her blog:

To work with Armani was a real lesson in the design process. Everything begins with the material. Fortunately, Giorgio loved the eco material and knew he could work with it. The passion and efficiency of Giorgio’s team has been infectious.

Just before the show kicks off, Livia will release photos of and details about her dress on her Green Carpet Challenge blog at VOGUE UK. We’ll be there too.

Images: VOGUE UK.

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