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Livia Firth recalls "people switching off" when she attended award ceremonies in recycled clothing.
The stunning star took part in the Green Carpet Challenge wearing eco-friendly fashions to red carpet events with her Hollywood husband Colin. However, her effort to raise awareness about environmentally conscious clothing was not always well received.
"Oh my God, when I first embarked on the Green Carpet Challenge, I could see people switching off," she told British newspaper The Daily Telegraph.
"One white dress in particular got loads of compliments, but when I told people it was a recycled wedding dress, they physically recoiled."
Livia has continued to stand by her convictions. She has never been tempted to cave into wearing designer attire.
"Nope, partly because I'm a born campaigner, I suppose," she said. "But also banging the ethical drum gave me a purpose on the red carpet. I wasn't just this woman clinging onto Colin's arm."
The Italian beauty is the creative director of Eco Age, a business of green fashions which she co-founded with her younger brother Nicola in 2008.
She also collaborating with yoox.com, an Italian-based retailer that began selling discounted designer stock and now boasts an ethical sub-site called Eco Age, edited by Livia.
"Most of the designers we stock are tiny and by the time we found them, they were closing their orders. But we've got some great stuff and next season it's really strong," she said.
Hollywood stars including Viola Davis and Julianne Moore have since taken up the eco-friendly challenge with her, wearing only recycled or ethical clothing.
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