Sustainable style in Oscar 2012

The red carpet has opened for the 84th Annual Academy Awards, the biggest night in Hollywood and in fashion. This year a lot of  Hollywood  stars vote Eco-friendly fashion. Let's take a look in the Green Carpet Challenge.

Meryl Streep

Maryl Streep the big winner of the night chose to wear an amazing gold eco gown made from Lavnin for the Green Carpet Challenge. Livia Firth were a Valentino Haute Couture which was custom made from recycling polyester from plastic bottle and Colin Firth selects for one more time the sustainable style by wearing Tom Ford wool tuxedo and he join the GCC.

Colin Firth and Livia Firth

Kenneth Branagh and his wife Lindsay

 Supporting Actor nominee Kenneth Branagh and Damian Bichir both were Ermenegildo Zegna for Green Carpet Challenge.

Damian Bichir and Stefanie Sherk

Hollywood and designers are Eco-friendly sensitive or that sustainably style helps them to increase their image?


A large number of customers show increased environmental awareness and a preference for green firms and their product, revealing their willingness to purchase and pay more for environmentally friendly product/service( Manaktola and Jauhari, 2007 ). A recent research done by the Athens Laboratory of Research in Marketing in collaboration with the Center of Sustainability about green marketing found more than 92% of consumers has a positive attitude towards the companies that are sensitive on environmental matters (Papadopoulos et al., 2009). In addition to this the luxury brands knows very well how to promote the Eco-friendly strategy through the celebrity endorsers as according to Byrne et al. (2003, p.283) ''celebrity can built, refresh and add new dimensions. What celebrities stand for enhances brands and they save valuable time in terms of creating the credibility a company has to create in order to built its brands by transferring their values to the brand. When consumers see a  credibly celebrity endorsing a product they think the company must be OK''. 

I think that it is hard to answer........!!!