To say Livia Firth is passionate about greening the fashion industry would be an understatement. Sure, she fancies walking the red carpet sustainably on the arm of her Oscar-winning husband Colin Firth, but she’s more concerned with helping others transform their approach to style — causing a ripple effect felt throughout the fashion world.

Indeed, Livia’s Green Carpet Challenge is shaking up the red carpet in all the right ways. For this year’s Oscars, she recruited Best Actress winner Meryl Streep, who wore Lanvin’s first-ever custom-made eco gown. Academy Awards Supporting Actor nominee Kenneth Branagh and Academy Awards Leading Actor nominee Demian Bichir also welcomed Livia’s challenge, as did Colin, of course, who reused the Tom Ford suit he wore when he won Best Actor Oscar last year.

Fresh off the green carpet at the Oscars, and after a night dancing away at Madonna’s after party, Livia opens up about her new designs under her own name; goals for Eco-Age.com and the Green Carpet Challenge; the bright red stunner she wore to this year’s Oscars; and how she thinks about fashion in a very Italian way.

Lindsay:  I must ask about your bright red gown made using recycled polyester from plastic bottles. You were stunning. Why did you go with Valentino? Who were your accessories by?

Livia: Valentino is another Italian fashion institution and I always loved his work. When I was in Paris for Haute Couture week, sitting on the front row of his show, I felt like Cinderella when she goes to the Palace for the ball. And I felt like Cinderella when I walked the Oscars’ red, or should I say green, carpet as well!

My jewellery was designed by Calleja. My shoes and bag were by Roger Vivier. I have a soft spot for Bruno Frisoni, the Creative Director, who has also enrolled in the Challenge – we have been working on materials for a while now and hope to unveil his first dedicated GCC pieces soon!

Golden Globes in a Georgio Armani gown made from recycled plastic bottles

Lindsay: How exciting! In recent posts on Eco-Age.com and Vogue’s blog, you wrote, “The GCC this year is not just about turning red carpets a bit greener, but opening doors for and to the fashion industry.” How are you and the Green Carpet Challenge accomplishing this?

Livia:  Our team is amazing – I am the “face” of it and the “ball breaker” (this is my nickname, apparently) but behind the scenes there is the very detailed and  serious work of Lucy Siegle and Jocelyn Whipple, and the rest of the team at Eco Age. We have also recently joined forces with Giusy Bettoni at C.L.A.S.S. and are in the process of creating a big GCC fabric library- it will be the first in the world. We are building bridges with the big fashion designers and working together on this process.  Also I couldn’t have done it without American Express- this year’s sponsors, as without them all of this would not have been possible and I cannot thank them enough.

Lindsay: What other celebrities and friends have caught the Green Carpet Challenge bug?

Livia: The ones who have done it already are Viola Davis and Michael Fassbender at the Baftas’ in London, and Meryl Streep, Demian Bichir, and Kenneth Branagh at the Oscars this year. We are hoping that many more will enroll in the next few months.

Livia wearing her own design, The Skull Necklace, available on Eco-Age.com

Lindsay: You just launched your first-ever design under your own name. Congratulations! Where have you sourced all of your materials?  Did this feel like a natural step for you?

Livia:  I am a creative person but never had the courage to embrace it completely. It was Gary Harvey (the designer who did my Oscar dress last year) who really pushed me. One day he said: “You should do it Livia! You know exactly what you like and this is the most important thing for a designer!”

Last year I played with the idea a bit, designing a limited edition shopper bag for Whistles and a heart necklace (produced in Nairobi again with recycled brass and natural soapstone). This year I decided to try harder and produce pieces which I would want to wear and were missing from my wardrobe. We kick off with a skull necklace (available here) which is made in the UK from recycled bronze. Each skull is made individually, by hand. It wasn’t easy to go through the sourcing process but after few months, we made it! We will launch LFD (Livia Firth Design) brand in September with few more pieces to add to your sustainable cupboard – there are few surprises in store…

Lindsay: Have you always been so passionate about sustainable fashion?

Livia: I think so. Or at least I have been thinking about fashion in a very “Italian” way – at a slower pace, with an eye to quality and durability and not paying such close attention to trends. I would say “sustainable’ in a classic way rather than “sustainable” in a green way, per se. If you buy quality pieces and are not too extravagant, chances are they will be in your wardrobe for a long time. Obviously when we started the Eco Age adventure, I had to study, research and learn a lot. Meeting Lucy Siegle, Jocelyn Whipple and Orsola De Castro and starting to work with them changed my fashion life forever. You can’t read a book like “To Die For: Is fashion wearing out the world?” which Lucy wrote, without seriously reconsidering your entire attitude towards fashion forever.

Livia and her husband, Golden Globes

Lindsay: I’ll have to read that one. How did your Eco-Age shop in London, which Starre has visited, evolve into your site, Eco-Age.com? What are your goals for Eco-Age?

Livia: This was a natural process as well. Life changes, markets change, people’s habits change – and as a businessperson you need to keep your eyes wide open. People nowadays shop mostly online and we wanted to reach as many people as possible. We did not have the resources to open tons of shops all over the world, so we decided to open a big one online. It will be launched at the end of April and it is going to be wonderful I hope! At the same time though, when you have a shop on the high street, you can engage with your customer, talk to them, tell them the stories behind the products. Without a physical shop, we decided to move the stories online –and that’s how the new phase of eco-age.com came about: a dedicated magazine for the curious consumer and a global online shop stocking lots of gorgeous eco brands. It starts from the end of April this year!

Lindsay: Our Facebook and twitter followers were thrilled to hear we were going to be chatting. One of our readers would like to know: What pieces in your closet can’t you live without right now?

Livia: I should say my skull necklace as I am obsessed with it! But also a piece which is not entirely green – my Joseph black leggings, which I bought 2 years ago and have been wearing almost every single day of my life since. I consider this pretty sustainable no?!

Lindsay:  I’d say so! Now here’s a question I’m dying to know: Who do you idolize in — and out — of the fashion industry?

Livia:  Many people and it would be hard to name few. I mostly idolize the people with whom I work (Lorna, Lucy, Jocelyn, Miranda, Hannah, Warly and everyone at Eco Age) but also anyone who has the curiosity to look a little bit further. In this instance, I idolize all the designers who have joined the GCC so far…

Lindsay: What is the best piece of advice anyone has ever given you?

Livia:  It was someone on rollerblades on Venice beach, two years ago, who handed me a sticker that said: “Stop bitching and start a revolution.”

Lindsay: That’s a classic. So when you’re not spending time with your children and husband, meeting with designers, designing yourself, gliding down the green carpet, running Eco Age, or writing, how do you relax and take care of your mind and body?

Livia: I meditate every morning and while I do so, I stretch and do some yoga. 15 minutes max, but it charges my batteries completely.  And when I have the chance, I love dancing and will shake it all off to Shakira’s music!

 

Image of Livia and Colin Firth at Oscars: GETTY

Image of Livia Firth in skull necklace by Will Whipple.

Images of Livia Firth at Golden Globes by Jason Olive.

Ecco*Eco has a collection of inspiring friends and finery to get you through the remainder of Summer 2009.

Eco Fashion World scoops on some fabulous eco fashion sales!

Eco Diva has a  fun giveaway that will keep you cool this summer!

Ethical Style has compiled a list of sexy summer dresses that just happen to be on sale.

Feelgood Style is featuring the Necklush scarf/cowl/necklace…and I’m not really sure how I feel about it.

Green Lashes and Fashion has a wonderful post about the virtues of the maxi dress.

It’s never too early to start thinking about Fall!  Heart of Green has  discovered Ya Living scarves.

How Much Do Women Really Know About Our Energy Crisis?  Check out the survey results on The Green Girls.

Check out the spectacular collection of Eco Handbags from AmazonLife featured on Treehugger.

Eco-Chick tells you how to keep away the stink–the natural way!

Fashion, evolved is drooling over the 100% sustainable and ethical jewelry by Dawes Design.

Fig+Sage introduces Amala Beauty–and has a giveaway worth $152!

Green Grechen has the Ultimate Great Green (anti)-Gift Guide.

Green Girls Global asks for a lesson in ethical fashion.

Green Glam Girl thinks Eco-Soap is fun to make!

The Green Girls.tv has a fun video that teaches you how to make cute sandals out of an old bicycle tire!

You can participate in a couple ways.  First, you can visit the site and vote.  Second, you can submit your own photos of yourself in eco fashions for a chance to be crowned the winner!  (And while you’re at it, send me a photo of yourself in eco fashions so I can post it in the Fashion, Evolved Fashion Show).

Go check it out–it’s a great way to waste time when you should be doing something productive!

Fashion, evolved interviews Sara Suemae, the founder and designer of the eco-fabulous line SPUN.

Green Cotton says congrats to the D.C. Green Festivals for a terrific eco-fashion show and impressive recycling for 30,000+

The GreenGirls.tv tells us why knockoffs and fakes are a crime of fashion.

The Alternative Consumer has the scoop on natural wrist warmers:  tre chic and handmade, a yummy accessory for fall, winter and spring.

Green Grechen shares chic handbags for vegans–100% Vegan Handbags (that you’d actually carry)!

What Are You Tired Of? Tell the World and Make It Change!  Victoria Everman has an interview with I’m Tired Of co-founder Dan Hoffman.

The Q: Do you design all the clothing at SPUN?

Sara Seumae:  YES! But I will have to say that the emails from our customers and my mom and sister’s “two-cents” should be also be included.

The Q:  Where do you get your inspiration?

Sara Seumae:  My inspiration was and still is my two little girls. Like any mother, I want them to live the healthiest life possible. This includes what they eat as well as their environment. I also believe wholeheartedly that we need to leave this planet in better shape than we found it. I can’t dare look at my girls in the eyes if I feel that I have let them down. It’s not their fault that the world is the way it is. But I can do my very best to try and change it any way that I can. By choosing to wear organic cotton, you will not only help the environment but also the farmers who grow your cotton. Just like us, they have families that love them and I don’t want to be blamed for their failing health due to their exposure to pesticides either.

The Q:  What kind of woman is a SPUN customer?

Sara Seumae:  Our pieces are meant to be worn by every woman. We choose colors that will work with all different types of hair and eye colors as well as different complexions. We have also recently introduced Extra Large sizing to further broaden our customer reach. All of our pieces are longer than normal, allowing those of us who have had children, as well as those who wish to have a little more coverage the ease to do so. This also allows you to layer our pieces with some of your other favorites. We also make the bust on our pieces a little more fitted, as we feel that this is more flattering. Every piece is made in California, fair wage and sweat-shop free, using an environmentally friendly low-impact fiber reactive dye process. So you can rest assured that your clothes aren’t made under cruel conditions. The typical SPUN lady believes in the importance of not only wearing affordable clothing but cares about the condition of the people who have worked to bring the piece to you. From the farmer who works the cotton fields to the sewer who puts it all together, our customer cares about all of them. She also wants quality as well as classic pieces that aren’t the throw away pieces that you find elsewhere. Our pieces won’t fall apart after a few washes and are meant to be around no matter what the next season’s style brings us.

The Q:  Why is sustainability an important issue for you, personally?

Sara Seumae:  Living in Washington State, you can’t help but think about the environment. The rain helps keep everything green and that’s how we like it! Personally, my husband and I were always concerned about environmental causes. We started eating organic and using cloth diapers when our first daughter was born. It wasn’t until the birth of our second daughter, that we really started realizing all the other ways we could be better citizens. That’s when I realized my own desire for taking it a step further into green clothing. It was really easy for kids stuff and my husband just needed t-shirts. But for me, I couldn’t afford spending a lot just for clothes. We contribute one percent of our annual sales to environmental organizations through our membership with 1% For the Planet. We also try to reduce our footprint by doing such things as taking care of our own local deliveries rather than using other shipping methods. We also use recycled or reused cardboard boxes for shipping, biodegradable garment bags made from corn, and our hangtags are also made from 100% recycled paper. We believe that every little thing you can do helps.

The Q:  Why do you think other companies aren’t making sustainable fashion?

Sara Seumae:  I really think it’s a matter of supply and demand. As with everything else, we have a voice and can make ourselves heard by the items we choose to buy. The more we ask our grocer to carry organic foods, the more they will listen. The more we ask our local boutique to carry organic and  sustainable fashion, the more they will listen. The designers who still use conventional cotton and other materials will watch their sales drop and will naturally follow. I also think that the price for organic fabrics are still reasonably high, which will again fall as demand rises. Therefore, the cost may still not work with other labels business format. We feel that as long as we can provide high quality organic clothing to every woman and stay afloat, then we should be okay.

The Q:  What are you most proud of about your company?

Sara Seumae:  I’m still in awe over the fact that I was able to put out two seasons without even a semester at fashion school. I went into this believing that there was something missing and I wanted to be the one that filled the void and somehow it has worked thus far. Not to say that it’s been easy because you can ask my husband and kids how much mommy works. But I think I have a leg up on other designers because I DON’T have the fashion background. I think it actually allows me to listen to what women want rather than design pieces that fit my ego. I would love to create something fancy and incredible, and maybe someday I will, but for now I would like to keep it as classic as possible. This is what women tell me they want, and I am listening.

The Q:  What do you see in the future for SPUN?

Sara Seumae:  I started with classic basics and hope to make more fashionable options available each season. I hope to move towards skirts, pants, leggings, and every other piece that women desire. We introduced dresses this season and will be offering more beautiful dresses in the Spring/Summer of 2009. I hope that we can still be the go-to brand for women who want to wear organic clothing but may be on a budget. We also hope to be able to stay accessible while still offering quality.

The Q:  What is some of the best feedback you’ve had about your clothing?

Sara Seumae:  The one that really made me feel good was from a woman in Atlanta who said that thanks to us, she has been introduced to organic cotton. She always looked at it as a luxury item and never thought that it could be made available to her. She started with just one piece (our ¾ sleeve top) and came back the next month for everything else! She is now a die-hard Spun fan and I think really enjoys sending me emails with pieces she’d like to see us make!

The Q:  What is your favorite piece in your collection to wear yourself?

Sara Seumae:  That’s a really hard question because to be honest, I live in all of our pieces! Not only because it’s free to me…but mainly because I think that’s the best way to make sure that it works. Before a season even comes out, I wear samples so I could work out the “bugs”. I’m currently wearing a piece which I hope to be able to introduce for Fall/Winter 2009! But I think the piece that I wear almost everyday is our beater tanks. I live in the Seattle area and layering is a must for us. Therefore, I wear these tanks in all the colors under everything. It really is the best way to spruce up an outfit with just a little splash of color.
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For more info on SPUN visit the main website, and don’t forget to follow Sara on Twitter @choosespun!

Win $50 Worth Of BDIH-Certified Mineral Makeup from Alima Pure Just In Time For The Holidays from Fig+Sage.

Victoria Everman dishes on the Spirit Beauty Lounge–and has a special offer for her readers!  Check it out!

It doesn’t get more sustainable than this:  The Alternative Consumer has the lowdown on  KAYU sunglasses made from bamboo.  Part of each purchase goes toward restorative sight surgery for individuals who cannot afford it in developing countries.  It’s all good!

Green Grechen highlights Tonic’s new collaboration with Luella Bartley for Charity & has the scoop on their giveaway!

Fashion, evolved reports about the HUGE giveaway by NIMLI!

Eco Chick is pleasantly surpised at the style and quality of Payless’ new sustainable shoes.

Green Cotton tracks RE: Fashion London’s ethical fashion source. Find out top nominees on our post. Awards this week.

Green Girls Global

Say Yes to Carrots with Victoria Everman and check out the exclusive giveaway she’s got going!

Eco Chick warns about the greenwashing (no pun intended) of so-called “natural” beauty products.

The Alternative Consumer has some fall coats that will keep you warm, and the earth cool!

In honor of Breast Cancer Awareness Month we’re giving away an Organic Breastfeeding Support Kit (worth $50) at Fig+Sage.

To help us out of our economic “recession” with some eco-therapy, Green Cotton helps us find some of the hottest deals of the season…all under $99. See what we’ve come up with…

The GreenGirls.tv reports from the happening scene at the D&A Green Market!

Green Grechen reports on the best handbags made from reclaimed leather.

Fashion, evolved preaches the good word about buying vintage.