Green Cut is a unique initiative from
The Green Carpet Challenge® co-founders,
Livia Firth and Lucy Siegle in collaboration with American Express.
It celebrates the very best of fashion, film and sustainability.
Bringing together the British Fashion Council (BFC)
and the British Film Institute (BFI) for the first time,
Green Cut pairs eight seminal fashion designers with
eight iconic British films to raise awareness
of a sustainable approach to fashion design.
The Cocktail party to celebrate the launch of the
‘Green Cut’ project was held at the home of London Fashion Week,
Somerset House WC2.
Guests included Livia Firth, Colin Firth,
Antonio Berardi, Jonathan Saunders,
Alice Temperley, Marios Schwab,
Tania Fares, Stephen Jones and Roksanda Ilincic,and Harpers Bazaar's Editor-in-Chief Justine Picardie,
"It was a wonderfully inspiring evening, full of beautiful clothes.
Livia has such a talent for bringing people together and
The Red Shoes is one of my favourite films so
I was pleased to be reminded of why I should watch it again."
Each designer has created a bespoke piece that
offers a contemporary take on a classic film.
All designers have followed sustainable
criteria developed by The Green Carpet Challenge,
Livia Firth's initiative to embed and raise
the profile of sustainable principles in fashion design.
The final pieces prove beyond doubt that ethics
and glamour can co-exist.
They were unveiled on the eve of London Fashion Week
(LFW) at Somerset House and formed
part of The Exhibition at LFW.
It is the first time so many high profile designers
have collaborated on a project of this
nature creating a unique collection.
Celebrated fashion writer Sarah Mower
lent her expertise, pairing each designer with an iconic British film.
Green Cut designer and film pairings:
- Re-interpreted by Antonio Berardi
· Darling, Directed by John Schlesinger (1965) - Re-interpreted by Tom Ford
· Its Love Again, Directed by Victor Saville (1936) - Re-interpreted by Roksanda Ilincic
· My Fair Lady, Directed by George Cukor (1964) - Hat creation re-interpreted by Stephen Jones
· Accident, Directed by Harold Pinter, (1967) - Re-interpreted by Stella McCartney
· The Red Shoes, Directed by Michael Powell and Emeric Pressburger, (1948) - Re-interpreted by Jonathan Saunders
· Things to Come, Directed by William Cameron Menzies, (1936) - Re-interpreted by Marios Schwab
· Velvet Goldmine, Directed by Todd Haynes, (1998) - Re-interpreted by Alice Temperley
Livia Firth is internationally recognised
for her work championing a sustainable fashion industry,
she says of the project:
“I hope everyone will be thrilled by this extraordinary
exhibition brought to you by The Green Carpet Challenge
and American Express.
It brings together fashion and film,
all underpinned by design that is truly sustainable.
Our eight designers each inspired by an iconic British film
demonstrate perfectly that it is possible to use sustainable,
eco-friendly fabrics and ethical manufacturing
techniques and achieve stunning results.
We are extremely grateful to Vogue.com’s Sarah Mower
for her involvement in pairing each designer with their chosen film.
I look forward to a continued relationship with the designers
involved in the project and hope they will continue
with me to inspire a sustainable future for fashion.”
*****Lisa Gregg, Vice President, Head of International
Premium Products and Experiences at American
“American Express has a long standing history
of supporting both the fashion and film industries
through its affiliations with the likes of London
and New York Fashion weeks and the Tribeca,
London and Sundance Film festivals.
“Green Cut project is a natural extension
of our ongoing work with Green Carpet Challenge
and further underscores our shared vision
to continue to raise awareness of important
sustainable issues among the influential fashion industry
and beyond. We are confident this
project will continue to generate dialogue about sustainability
– an important issue which requires our continued focus.”
As custodians of British film and co-collaborators
on this unique project, Amanda Nevill,
CEO of the BFI, was responsible for short listing
the eight British films which provided
the creative stimulus for Green Cut.
Amanda comments: “Saving our planet is not an option –
we all have a responsibility.
The BFI champions the film industry
in the UK and we are committed to
working across the sector to promote sustainability.
The UK is leading the way;
there is even a British Standard specifically for
sustainability in film – no other country in the world has that.
We also look after the world’s greatest archive of film
on behalf of everyone in the UK and future generations
- this is sustainability in action
and it is why we are so delighted to work with
The Green Carpet Challenge and
our long-term partners American Express to be
involved with The Green Cut.”
The British Fashion Council officially supports
this project hosting the collection for the duration
of London Fashion Week, at its official home Somerset House.
The project culminates in a showcase of
the collection exclusively in
Harrods 22nd October-5th November.
Until next time J Xx