Livia Firth
Sustainable fashion advocate and creator of the Green Carpet Fashion Awards
Livia Firth is an Italian sustainability advocate best known for promoting ethical fashion on red carpets and for creating the Green Carpet Fashion Awards. Through the consultancy Eco Age, which she co founded, she helped bring sustainability into high profile fashion events and brand communications.
| Known for | Green Carpet Fashion Awards |
|---|---|
| Organisation | Eco Age (co founder) |
| Honour | Honorary MBE for services to sustainable fashion (2019) |
| Born | 1969 |
| Nationality | Italian |
Who is Livia Firth?
Livia Firth, born Livia Giuggioli in 1969, is an Italian campaigner whose work focuses on sustainability in the fashion industry. She is widely associated with the idea of using celebrity and red carpet visibility to show that ethically made clothing can be glamorous, and with the Green Carpet Fashion Awards, which she created.
Career
Firth worked in film production before turning to fashion advocacy. She produced the documentary In Prison My Whole Life. She later co founded Eco Age, a communications consultancy dedicated to transforming the fashion and beauty industries, which advises brands on sustainability strategy and storytelling.
Her best known initiatives include:
- Encouraging actors and public figures to wear sustainably produced outfits at major red carpet events
- Creating the Green Carpet Fashion Awards, which celebrate sustainable fashion leaders and have been staged in Milan in partnership with the Camera Nazionale della Moda Italiana
- Speaking at industry and policy events about fair wages and environmental impact in fashion supply chains
In 2019 she was appointed an honorary MBE for services to sustainable fashion.
Influence on the fashion business
Firth's approach linked sustainability with luxury and celebrity at a time when ethical fashion was often seen as niche. By placing sustainable design in front of global media audiences, the green carpet concept encouraged houses to develop and publicise more responsible materials and production. The Green Carpet Fashion Awards gave sustainability a place within the official calendar of a major fashion capital, and Eco Age's consultancy model showed how brands could turn environmental and social commitments into communications.
Eco Age continues to work on PR and communications, brand storytelling, events and policy advocacy for fashion and beauty companies, and its current team page is led by chief executive John Higginson.
Why it matters
Communication has become central to sustainability in fashion, both as a way to raise standards and as a risk when claims are not substantiated. Firth was an early figure in demonstrating that sustainability could be part of a brand's desirability rather than a compliance topic. Her work helped bring the subject from activist circles to luxury houses, fashion weeks and red carpets, and influenced how the industry presents responsible practice to consumers.
Frequently asked questions
Who is Livia Firth?
Livia Firth is an Italian sustainability advocate and the creator of the Green Carpet Fashion Awards. She co founded the consultancy Eco Age, which helps fashion and beauty brands communicate sustainability.
What are the Green Carpet Fashion Awards?
The Green Carpet Fashion Awards celebrate leaders in sustainable fashion and are presented by Eco Age. They have been held in Milan in partnership with the Camera Nazionale della Moda Italiana.