Rebirth and solidarity for environmental and social justice. These are the themes of the 2020 edition of the Green Carpet Fashion Awards. An extraordinary edition in which augmented reality and holograms will create the first digital Green Carpet in the world.
Made by the goldsmith masters of high jewelry, the statuette represents a woman with long hair. The silhouette of this 21st-century heroine evokes the models designed by designers and confidently holds out her hand to the future holding a golden apple.
Celebrities will grace the digital green carpet and share an exclusive look into their wardrobes showcasing treasured pieces and looks along with a call to action, encouraging all to become active citizens in sustainable fashion.
The awards will be shown by broadcaster Sky on October 10th – who have committed to become net zero carbon by 2030. The awards will be shown by Sky across all the broadcaster’s European territories, as well as with other partners in the US and Asia, including a global premiere on YouTube. A special world premiere during Shanghai Fashion Week will also be held on the same day in partnership with exclusive Chinese partner APAX Group.
This year there will be only five awards with iconic Chopard statuette award, produced in ethical gold, being handed to five recipients to mark the beginning of a new era.
“In the last three years, the Green Carpet Fashion Awards have underscored the importance of Italian business in our industry, from big brands up to start-ups, from dress designers to shoemakers, an producers of raw materials, all of whom expressing the uniqueness of Italian fashion. A fashion that in the year of Covid is showing enormous heart and powerful reserves of strength and unity, despite our countless difficulties. Together we must exploit this moment to shape a future for our industry that puts the planet and people at the centre of its business. We decide to organize a digital event because we want to continue participating, even at this difficult time, and with a tone of voice that’s appropriate but also carries a message of solidarity and hope”, commented Camera Nazionale della Moda Italiana Chairman Carlo Capasa. “Now, at a time of high vulnerability, we must regain the spirit neede to generate a concrete response and incredible dreams, the all-Italian spirit whose roots are in humanism.”
Livia Firth finished: “Arundhati Roy referred to this period as a “portal” – a gateway between one world and the next. We can choose to walk through it, dragging the carcasses of our old modus operandi. Or we can walk through lightly, with little luggage, ready to imagine another world. And ready to fight for it. This is the strong message that will emerge from this year’s GCFA. We have been the first to celebrate sustainability and fashion and to shine a light on the disruptors and game changers in our industry. This year we wanted to do the same even in the way the event itself is produced and delivered!”
“The 2020 Green Carpet Fashion Awards”, said ITA President Carlo Ferro, “showed how our businesses were able at such a difficult time and in an increasingly complex scenario to rapidly adapt to foreign markets. Spending behaviour, especially that of the new generations, is tending more and more towards quality and sustainability, the strengths of our fashion industry. And demarcation between online and offline is continually blurring, which is why ITA is heavily committed to supporting the digitalization of trade fairs and events like this, as well as helping our enterprises access e-commerce platforms to sell their products”.
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