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Livia Firth is no stranger to the red carpet: she’s walked down plenty of them with her husband, Oscar-winning actor Colin Firth. But Livia isn’t content to just wear killer fashion at awards ceremonies. She’s so committed to the concept of eco-friendly fashion that in 2009 she issued the Green Carpet Challenge, an ongoing initiative meant to encourage celebs to go green when it’s time to pick out their red carpet fashion. Five British designers, including Christopher Kane, Victoria Beckham, Erdem, Burberry Prorsum, and Roland Mouret were recently put to an eco-friendly design test by the Green Carpet Challenge. With Emma Watson as their model, they were tasked with coming up with sustainable looks that could be sold on Net-a-Porter.

Livia Firth has stated that the Green Carpet Challenge collection “would work on two levels: on the world’s red carpets to get our favourite A-listers wearing sustainable style in front of the flash bulbs and then deep in the supply chain with real producers all over the world making systemic change.”

Ethical responsibility is among Emma Watson’s endeavors. Her enthusiasm for fair trade and organically produced clothing became clear as the actress took up a university course at Brown to broaden her understanding about global sustainable initiatives. In 2010, the successful role model created one of three collections for the Fair Trade label People Tree, a year later her collaboration with Alberta Ferretti brought about the beautiful capsule collection Pure Threads and visited the townships of Bangladesh’s capital of Dhaka.

Emma Watson told Net-a-Porter that “Livia has created a lobbying body to put pressure on governments and corporations to encourage them to have [ethical responsibility] as their baseline.”

Read more at Eco Fashion World