Zegna does eco-friendly fabulously with suiting for Oscar nominees….

….and we’re green with envy quite literally.  On Wednesday evening February 22, 2012 Vanity Fair and Ermenegildo Zegna, along with Colin and Livia Firth and Anna Zegna, hosted an intimate dinner at Chateau Marmont to benefit Oxfam America, the international relief and development organization that creates lasting solutions to poverty, hunger, and injustice. Over the last ten years, Colin Firth (pictured) has worked hard, both in public and behind the scenes, to become an extremely knowledgeable and highly respected campaigner for Oxfam. Adding a special element to the evening, Ermenegildo Zegna dressed key guests in eco-friendly fashions as part of Livia Firth’s ‘The Green Carpet Challenge.’ What a great initiative and a collaboration for both husband and wife and Oxfam and the master of suiting, Zegna.

For the third year in a row, Livia Firth is spearheading the project which asks top designers to use eco-friendly fabrics when designing gowns and suits for celebrities to wear during awards season. The goal of the project is to show design and creativity doesn’t have to be compromised while working with environmentally friendly materials. Colin Firth chose to wear a charcoal grey, two-button, peak lapel suit with a white French cuff dress shirt all by Ermenegildo Zegna. Kenneth Branagh chose to wear a navy, two-button, three-piece, notch lapel suit with a blue dress shirt and knit tie all by Ermenegildo Zegna. Other notable stars also chose to wear from this eco-friendly range, including John Krasinski, Danny Huston and  Djimon Hounsou .

The Ermenegildo Zegna Group is a leading luxury menswear brand and one of the most renowned businesses in Italy. Founded in 1910 in Trivero, in the Biella Alps, by the young entrepreneur Ermenegildo, whose vision was to ethically create the world’s finest textiles through innovation and sourcing the noblest fibers directly from their markets of origin, the company is managed today by the fourth generation of the Zegna family.  Ermenegildo Zegna celebrated 100 years of excellence in 2010. Today there are over 560 Zegna stores (330 company-owned) in 87 countries around the world. The total Group revenues in 2010 reached € 963 million. Oxfam America is an international relief and development organization that creates lasting solutions to poverty, hunger, and injustice. Together with individuals and local groups in more than 90 countries, Oxfam saves lives, helps people overcome poverty, and fights for social justice.

The Green Carpet Challenge is a dynamic project founded by Livia Firth and British journalist Lucy Siegle and pairs glamour and ethics to raise the profile of sustainable style at the world’s most high profile red carpet events. In December 2009 when Livia’s husband Colin Firth received a Golden Globe nomination for Tom Ford’s A Single Man, Livia Firth elected to attend all red carpet events, including the Oscars, dressed solely in sustainable fashion. Her aim has been to raise the profile of ecological and social justice in the fashion industry. In January 2012 Livia Firth announced that the Green Carpet Challenge (GCC) 2012 will feature the world’s leading fashion designers. The extraordinary roll call of design luminaries participating includes Giorgio Armani, Chanel, Alberta Ferretti, Tom Ford, Gucci, Yves Saint Laurent, Stella McCartney, Lanvin, Paul Smith, Valentino, Roger Vivier and Ermenegildo Zegna.  What a high quality collective we say and with more and more brands allocating a portion of their marketing budget to CSR, aligning with high profile stars with a strong voice certainly puts this campaign on the front foot.

Image credit: Zegna Australia

Follow MO Luxury’s Facebook page for more luxury news…