In Milan, Fashion Walks the Green Carpet

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Gisele Bündchen received the Eco Laureate award at the Green Carpet Fashion Awards Italia in Milan on Sunday. She wore a Stella McCartney gown made from sustainably sourced viscose.

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Clara Vannucci for The New York Times

MILAN — As the sun set Sunday, the final day of Milan Fashion Week, a black-tie crowd descended on the Piazza della Scala in the center of the city.

Home to the Teatro alla Scala, one of the world’s most famous and beautiful opera houses, the square had been transformed into a stage for a different kind of spectacle: the first Green Carpet Fashion Awards Italia, hosted by Carlo Capasa, chairman of the Camera Nazionale della Moda Italiana, which coordinates the country’s fashion industry, and Livia Firth, founder and creative director of the sustainability consultancy Eco-Age.

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Livia Firth, founder and creative director of the sustainability consultancy Eco-Age, and her husband, Colin Firth, arrive at the event.

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Clara Vannucci for The New York Times

Celebrities and glitterati made their way across the hundreds of square feet of vivid forest-green carpet (made from recycled fishing nets) covering the square to attend what Ms. Firth called “the Oscars of sustainable fashion.” She said she hoped the inaugural event, which celebrated Italian brands, producers and individuals who have adopted ethical and environmental goals in their business practices, would become an annual fixture on the industry calendar.

“That I can have so many people here is a triumph,” Ms. Firth said, wearing a luminous magenta one-shouldered gown by Roberto Capucci. “We are still at the beginning of the sustainable fashion movement. There is a long way to go. But to have so many of the industry great and good here, standing together, with a shared intent to improve the way the fashion business works, is a very good start.”

Several major houses had created one-off evening dresses from sustainable materials especially for the night: Gisele Bündchen, for example, wore a green Stella McCartney gown made from sustainably sourced viscose from sustainably certified forests in Sweden, while Amber Valletta was in a strapless Missoni creation with bustier boning upcycled from an old dress.

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