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Green Cut celebrates fashion, film & sustainability
Sep '12
On September 14th, the headquarters of the British Fashion Council (BFC) at Somerset House, London, was transformed to host a groundbreaking event, the launch of Green Cut. The focus of this unique initiative was to illustrate the fruits of a creative fusion of a new triad, fashion, film and the idea of respect for the environment.

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 designers involved in this project were – Tom Ford, Stella McCartney, Antonio Berardi, Jonathan Saunders, Marios Schwab, Roksanda Ilincic, Alice Temperley and Stephen Jones – they faithfully adhered to the Green Carpet Challenge criteria and selected many rich and extraordinary eco-fabrics and yarns from the material library, selected and managed by Giusy Bettoni, the GCC fabric library director.

The results were jaw droppingly brilliant, proving without doubt that ethics and glamour can not only coexist, but enhance each other giving life to: sophisticated looks, on-trend colours, luxurious fabrics.everything helped to de-bunk the myths surrounding sustainable fashion! Materials used included: organic silk, Newlife™ (the exclusive material derived from 100% post-consumer plastic bottles obtained thanks to a supply chain completely made in Italy) and organic lace!

Each designer 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 will be unveiled on the eve of London Fashion Week (LFW) at Somerset House and will then form 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.

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