Livia Firth taking green to the red carpet

Colin Firth might be our favourite eye candy (that accent is like buttered scone to our ears), but who we admire even more is his arm candy, his wife Livia Firth. She is stunning, she is Italian, and she promotes eco-fashion. One of the most high profile faces of sustainable style, she has made it her mission to make ethical fashion the most stylish fashion proposition around. She started out by commissioning “eco-fashion designers” to create garments for her while she accompanied her husband on the red carpet. And it does take a lot conviction to pass big fashion houses in favour of smaller eco-designers and sometimes even wearing pre-owned clothes! Yes, for the Paris premiere of The King’s Speech, starring her husband Colin Firth, she famously wore an outfit made from one of his old (moth eaten) suits. Redesigned by the edgy, London based recycling brand Junky Styling, she made green look cool.

At the Paris premiere of The King's Speech in an outfit recycled from Colin Firth's old suit

At the Paris premiere of The King’s Speech in an outfit recycled from Colin Firth’s old suit

Later she started to team up with big designers for her Green Carpet Challenge (GCC). When her husband hosted the Met Ball in New York in 2011 – one of US fashion’s biggest nights – she wore a Stella McCartney jumpsuit made with organic silk and covered in reclaimed vintage beads, with a detachable skirt made of hemp. From being an ambassador for eco-fashion to starting a consultancy called Eco Age that works with brands that have sustainable and ethical practices, she also owns a store of the same name in Chiswick, west London. Here she sells everything including candles, cashmere cardigans and Italian leather handbags ‘tanned using a traditional technique based on the bark of the native chestnut tree and the mimosa flower’.

Livia Firth at the Met ball 2011, in a Stella McCartney

Livia Firth at the Met ball 2011, in a Stella McCartney

As part of GCC she also recently teamed up with Net-a-Porter. For this collaboration, Christopher Bailey, Victoria Beckham, Erdem, Christopher Kane and Roland Mouret created special pieces that conform to the GCC’s sustainability criteria, which cover social justice implications and environmental impact throughout production. And for every piece sold, Net-a-Porter will donate a percentage to (RED), which aims to eradicate the transition of HIV from mother to child.

In a reworked wedding dress with a slim black belt, at the Golden Globes 2010

In a reworked wedding dress with a slim black belt, at the Golden Globes 2010

Shopping for clothes that she intends to wear again and again, and recycling pre-owned clothes while styling them reflect herself are some of her sustainability mantras. These is also the essence of Fuffabulous, which is why we love Livia Firth and are always looking forward to what she is up to in the world of sustainable style.

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IN THE KNOW – WEEKLY NEWS DIGEST VOL. 6

After a week immersed in my 30th birthday revelry, this is the fashion news I surfaced to:

Cameron Diaz Named Artistic Director of Accessories Line Pour la Victoire

Diaz has been named artistic director of mid-priced accessories line Pour la Victoire, which makes shoes and bags. According to WWD, Diaz, owns a stake in Pour la Victoire’s parent company. She will be involved not only with designing both the handbag and shoe collections, but also merchandising, marketing, and advertising. She has already made a mark by being present  on set for the latest Terry Richardson-shot ad campaign, starring Jessica Hart.

Cameron Diaz for Pour La Victoria

Cameron Diaz for Pour La Victoire

Diaz’s first collection for the brand won’t hit stores until next spring, but in the meantime she’ll be selecting products for “Cameron’s Picks” this fall and holiday season, and will also be reigning in “friends and associates” to wear the product, according to PLV chief executive officer Chris Nakatani.

Read more: http://fashion.telegraph.co.uk/columns/olivia-bergin/TMG10194616/Cameron-Diaz-joins-accessories-label-as-artistic-director.html

Hired: Christopher Kane gets a new CEO

Allegedly, Kering execs were interviewing potential CEOs for Christopher Kane even before they announced their investment in the British label. Now officially hired from within – Alexandre de Brettes was Director of Financial Communications and Market Intelligence at Kering. “We are delighted that Alexandre is joining our company. His experience at Kering is invaluable to us and his understanding and appreciation of our creative culture was what drew us to him,” said Christopher and Tammy Kane in a joint statement. “Alexandre’s appointment puts the running of our business in very good hands and gives us a strong ally in the building of our company. Together, we will focus on organic global growth and protecting and nurturing the creative DNA of our business.”

CHRISTOPHERKANE

The Kanes, as well as Kering execs have talked about nothing but growth since the investment was announced back in January, but now that a CEO is in place, it’s likely we’ll actually start to see things happen. I certainly hope this means a second line like accessories. It would be a total fit for a designer like Kane, whose cool, quirky aesthetic appeals to younger shoppers who may not be able to afford his main collection. Plus, he’s no longer working on Versus, and has the resources to hire more people, he has time to work on a second collection.

Read more:  http://www.businessoffashion.com/2013/07/power-moves-alexandre-de-brettes-appointed-ceo-of-christopher-kane.html

Jennifer Garner, the new face of MaxMara

On 18 July, it was an evening of firsts, as Max Mara toasted their first-ever celebrity spokesperson and Jennifer Garner, her first fashion ad campaign. New York’s style savvy, like Solange Knowles and Lucky‘s new Editor-In-Chief Eva Chen, headed to Bill’s Food & Drink on Thursday night to fete the brand and actress.

Jennifer Garner

Jennifer Garner

If you are wondering why the brand picked Garner, just ask Giorgio Guidotti, president of worldwide PR and communications for Max Mara who has a very clear idea about this decision. A man known in the industry as Mr. Max Mara stated,  “I don’t know why but it was an omen, by the way. We like the fact that she’s a real woman—she’s a mother, and she works.” Garner along with being an actress and producer is also mother of three and wife of Ben Affleck, actor and Oscar-winning director. “She represents the perfect Max Mara woman, in a way.”

JBag, the shining star of the brand’s newly pushed accessories category was crafted with Garner’s busy life in mind. She said, “I like the size of it. You can fit anything you need, but it’s not a tote. I’m kind of tired of the huge tote thing.”

Read more: http://www.elle.com/fashion/spotlight/jennifer-garner-for-max-mara