The 2015 Green Carpet Challenge by ERDEM
Livia Firth, Founder and Creative Director of the consultancy Eco Age, and Erdem Moralioglu celebrated the launch of The London 2015 Green Carpet Collection by ERDEM with an exclusive, sustainable presentation at The Wallace Collection, in partnership with Mercedes-Benz.
The London-based designer has been working alongside Eco-Age to create his first complete collection in accordance with the Green Carpet Challenge (GCC) Brandmark criteria. Numerous celebrities attended the event for the launch, including Colin Firth, Suki and Immy Waterhouse, Lily Cole, Sophie Hunter, Ellie Goulding, Elizabeth McGovern, Baz Luhrmann and Christopher Bailey.
The collection has been produced using reused, surplus or sustainably certified materials, creating 11 looks that capture Erdem’s signature style of versatile yet powerful femininity. In November selected styles from the collection will be available exclusively at the ERDEM flagship store and online as well as on Net-a-porter and Barneys New York.
«We were delighted to have Mercedes-Benz as a partner for The London 2015 Green Carpet Collection launch event this year. In my view, the fashion industry should long have been meeting stringent requirements, similar to those that have become standard in the automotive industry, which would have brought us a great deal further,» says Livia Firth, Founder and Creative Director, Eco Age.
Sustainability is one of the most important social topics of our time, affecting both, the automotive and fashion industries. Mercedes-Benz, the Stuttgart-based luxury car brand, makes systematic efforts to ensure that its vehicles and their manufacturing processes are as environmentally responsible and as sparing of resources as possible. The partnership with The Green Carpet Challenge, which coincides with the 20th anniversary of Mercedes-Benz’s fashion engagement, was a natural fit.
«Commitment to the world of fashion is an established part of our marketing strategy,» says Wolfgang Schattling, Director of Motorsport Marketing Communications & Branded Entertainment at Mercedes-Benz. «Through this, we are increasingly able to engage with our female audiences, and to become part of their lifestyle as a brand. Sustainability is an increasingly decisive criterion. With regard to this, it is a logical step for us to support The Green Carpet Challenge. It wonderfully illustrates that design, luxury and responsible actions perfectly fit within a modern lifestyle.»
(Featured Image: Lily Cole attends The 2015 Green Carpet Challenge by Erdem, in partnership with Mercedes-Benz at The Wallace Collection in London, England.)
