Livia Firth, activist and entrepreneur

dessin de Livia Firth

For my series of inspirations and inspiring people, I have taken an interest in Livia Firth unusual career. She is an entrepreneur in the luxury industry but also, in her own words, a ‘professional agitator’.

Livia Firth was called Livia Giuggioli and was a production assistant when she met actor Colin Firth during the shooting of a mini-series. One wedding and two children later, Livia Firth produced documentary films and founded Eco-Age, a sustainability consulting company, with her brother Nicola.

Livia Firth got in the spotlight as the wife of a famous actor. So she had the idea to take advantage of her exposure to defend a cause. In 2010, partnering with journalist Lucy Siegle, she took up the ‘Green Carpet Challenge’. She succeeded in wearing ethical and sustainable evening dresses during all the awards season, at the Golden Globes, Academy Awards etc.

Thereafter she has convinced other stars such as Meryl Streep or Cameron Diaz to join the Green Carpet Challenge and she has also convinced brands such as Armani or Lanvin to create some ecological outfits. In parallel, her company Eco-Age advises brands on sustainability strategies. For example, Eco-Age has helped Chopard to source fairmined gold and diamonds for its ‘Green Carpet Collection’ of high jewellery and for the 2014 Cannes Film Festival Golden Palm.

Through all her projects, Livia Firth shows that fashion can be both magnificent and ethical. What I find amazing too is that she managed to invent a job that matches her values.

For more information:
Eco-Age website
the Green Carpet Challenge original blog hosted by British Vogue

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