Rebirth, solidarity for environmental and social justice 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.
This year, the GCFAs will be broadcast by Sky on Oct. 10. The awards will be shown across all the broadcaster’s European territories, as well as with other partners in the U.S. and Asia, including a global premiere on YouTube.
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.
Zendaya is the first winner of the GCFA Visionary Award for her work recruiting an all black team to work on her InStyle cover shoot and including plus size models in her catwalk show with Tommy Hilfiger in 2019. The remaining four winners will be announced today.
“Zendaya has long championed inclusivity and diversity, she is a real trailblazer.
Livia Firth, founder of brand consultancy Eco-Age
The awards, organized by the Italian fashion body Camera Nazionale della Moda Italiana and sustainability consultancy Eco-Age, celebrate those working towards a sustainable future both in front and behind the scenes of fashion but this year, that’s not all that is setting them apart. Unable to host the event in person, due to the pandemic, they’ve turned to some of the most exciting technology available, including holograms, CGI and 3D real-time rendering, to curate a one-hour production which will be shown to audiences across Europe on Sky TV, through TenCent in China and globally on YouTube’s fashion channel.
Emphasizing the relevance of the industry for the country, Italy’s Prime Minister Giuseppe Conte will give a speech at the event for the first time, highlighting the country’s craftsmanship, as will the mayor of Milan, Beppe Sala.
“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 needed to generate a concrete response and incredible dreams, the all-Italian spirit whose roots are in humanism.”
Livia Firth added: “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!”
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