Ethical fashion campaigner Livia Firth: ‘We have turned a corner finally’
by Hannah Marriott from on (#4QXFQ)
With the Green Carpet Fashion Awards opening in Milan, the eco pioneer explains why the once-unfashionable concept is a winner
Ethical fashion used to be unfashionable. When Livia Firth launched her consultancy, Eco-Age, a decade ago, she says, "it was something no one was talking about". During the current round of fashion shows - from Extinction Rebellion's protests to dresses made from recycled plastic bottles - people have talked about little else.
In the last two months, says Firth, "we have turned a corner finally. It is a beautiful moment, but it is also very dangerous. Fast fashion is the first offender in sustainability and there is greenwashing at a level there has never been before".
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