Livia Firth isn’t content merely playing the role of eye candy on her Oscar-winning actor husband’s arm. Sweeping into the 69th Golden Globe Awards in a black-and-white Armani gown made from recycled plastic bottles, the Eco Age creative director also kicked off the 2012 season of her self-directed “Green Carpet Challenge”—her third, for folks keeping score at home. “Being Italian, I grew up with Giorgio Armani…figuratively speaking,” she wrote in a blog post on Thursday. “Indeed, during my youth there were only two names that symbolized Italian elegance in fashion: Armani and Valentino. To open the [awards season] with a stunning bespoke eco-gown by Giorgio Armani—well, that is unreal.”

Golden Globes, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style


The feeling, it appears, is mutual. “Livia’s enthusiasm and dedication to this cause have been very inspiring for me,” Armani recently told British Vogue. “Awareness for the environment is a topic that’s very important for us all: we cannot avoid it.”

Firth is also wearing vintage Damiani earrings from the 1930s and Roger Vivier shoes “recycled” from the 2011 Oscars.

According to earlier tweets, Firth is also wearing vintage Damiani earrings from the 1930s, Roger Vivier shoes “recycled” from the 2011 Academy Awards, and a Alberto Parada ring made from conflict-free diamonds and reclaimed gold.

But more than feting sustainable design on the red carpet, Firth is also seizing the opportunity to do some recruiting. An hour into the awards, she sent another jubilant tweet: “And I already enrolled THE most amazing actress 4 #Oscars #GreenCarpetChallenge!!!! Yes!”

Other designers who have signed up this year include Tom Ford, Valentino, Chanel, Gucci, Yves Saint Laurent, Stella McCartney, Roger Vivier, Alberta Ferretti, and Ermenegildo Zegna.