What do Emma Watson and Annie Lenox have in common?
Besides being a part of two of my top 10 favorite things (Harry Potter and the Eurythmics), these two lovely ladies have a sincere passion for sustainability, fair trade and making big changes in the way we think and act.
Both Watson and Lenox are big fans of The Green Carpet Challenge, or the (GCC).The GCC is a project which pairs glamour and ethics to raise the profile of sustainable fashion. Sounds a bit silly, I mean who has the time and money to consider purchasing a sustainable red carpet designer gown?
Well, that’s not the point – it’s actually so much bigger than that.
Founded by Livia Firth, the creative director of Eco Age, a consultancy company specializing in enabling businesses to achieve growth and add value through sustainability, and British journalist Lucy Siegle in 2009, the GCC is a dynamic project working on a number of levels to unlock the potential of Sustainable Style.
Part of the advantage of the GCC and its connections are sister projects, like the Circle Initiative, founded In 2011 by Firth with Annie Lennox. The Circle is a women’s group for Oxfam which has travelled to Ethiopia, Kenya, Bangladesh and Zambia and hosted various events in London to raise awareness of what sustainable and ethical fashion design means, proving once and for all that it is 100% possible.
Livia Firth is not only changing the future of fair trade fashion, she also gets mega kudos from me for being married to Colin Firth, also someone on my top 10 favorites list! Jane Austen, Jane Austen, Jane Austen….Hello Mr. Darcy! I digress.
Recently, Firth asked fan Emma Watson to model her latest endeavor The Green Cut, a collection of gowns created by eight seminal fashion designers with eight iconic British films. Each designer had strict sustainable criteria they had to follow. The final pieces prove beyond doubt that sustainable principles in fashion design, ethics and glamour can co-exist. See for yourself.
You see Miss Watson was beyond ecstatic to have been included in this endeavor. Watson visited the slums of Bangladesh’s capital of Dhaka and has witnessed firsthand the difference fair trade makes. Watson has been quoted saying, “I don’t know how to impress upon people the importance of fair trade”, she says, “Why is it special to have something you know wasn’t made under terrible conditions by a 12-year-old girl for 20 pence an hour?”
The initiative of celebrities like Watson and Lennox and innovative women like Livia are inspiring. These are the actions and visions of those that are pushing for the day to come when ethical clothing is a standard NOT a specialty.
And although we can’t all be married to Collin Firth, Sing like Annie and hang with Mr. Potter, it just goes to show you, that when we embrace sustainable and ethical options, we really can make a huge difference in someone’s life, including our own.