The Green Carpet Fashion Awards (GCFA) are the fashion industry’s awards for sustainability. Usually held at La Teatro alla Scala, as one of the highlights of Milan Fashion Week, this year the awards have gone virtual – screened to the world on a digital platform created by Blast.

In 2010 Livia Firth – Creative Director and founder of sustainability and communications agency Eco-Age – was challenged to wear an outfit produced sustainably on the red carpet at The Golden Globe Awards. Livia took the challenge and in doing so started a eco-conscious global fashion movement which was to become The Green Carpet Challenge. In 2017 the challenge was elevated by creating an awards night with Camera Nazionale della Moda Italiana, the Green Carpet Fashion Awards, to honour those who design, promote and further the cause of sustainable fashion.

Working with Livia, Eco-Age, Camera Nazionale della Moda Italiana and our digital partners Mud, we have developed a digital experience to take the Green Carpet online; creating a portal, showcase and resource for sustainable fashion. Created in phases the platform launches with an interactive 3D globe to navigate an archive of sustainable looks worn by iconic global celebrities, influencers and designers – with videos and tutorials on how to dress sustainably and information about sustainable partners and practices in the following releases. The website acts as an invitation to the ground-breaking virtual awards, where for the first time the world can watch live streamed through the site.

This year’s extraordinary awards night will see the Teatro alla Scala turned into a virtual terrarium. Designed by Northouse, directed by Grammy-nominated Giorgio Testi and produced by Emmy Award winner Pulse Productions, this revolutionary show combines cinematic footage with a fusion of augmented reality and visual FX created using real-time game engines, with with the world’s leading talent and opinion formers appearing as holograms.

The world is invited to be part of the future of fashion. Join us.

“It has been great to partner with Blast on the digital green carpet, and have it launch on the occasion of the Green Carpet Fashion Awards. We love working with trusted partners as much as we love being disruptive, and this digital platform is the perfect combination of both”
Livia Firth, Creative Director & Co-Founder, Eco-Age

Client

Camera Nazionale della Moda Italiana

Links

GreenCarpetChallenge.com

Credits

Digital development: Mud