Home>News>Life Style>Chopard: Holograms and augmented reality set to take over The Green Carpet Fashion Awards on October 10th 2020
Green Carpet Fashion Awards, Italia 2020

Chopard: Holograms and augmented reality set to take over The Green Carpet Fashion Awards on October 10th 2020

P.Rew.: BertelliPigola
Camera Nazionale della Moda Italiana (CNMI), in collaboration with Eco-Age, and with the support of the Italian Ministry of Foreign Affairs and International Cooperation and of ICE Agenzia (ITA), today revealed the pioneering 2020 edition of the Green Carpet Fashion Awards (GCFAs).

This year’s extraordinary edition will center around the theme of togetherness and rebirth – to weave the new thread of our society, under the principles of social and environmental justice, starting from Italy. 

Directed by Grammy-nominated Giorgio Testi and produced by Emmy Award winner Pulse Films, this revolutionary show designed by NorthHouse combimes cinematic footage with a fusion of augmented reality and visual FX created using real-time game engines, and with the world’s leading talent and opinion formers appearing as holograms courtesy of ARHT Media.

One of the most powerful storytelling moments of an event, the red carpet, has been completely reinvented for the occasion with the launch of the first digital green carpet in the world. Central to the awards, the permanent web experience will launch two weeks before the event and will give a global perspective of the work being done by designers, manufactures and individuals to create and promote sustainability in fashion. Celebrities will grace the digital green carpet and share an exclusive look into their wardrobes showcasing treasured pieces and looks along with a call to action, encouraging all to become active citizens in sustainable fashion.Green Carpet Fashion Awards, Italia 2020The awards will be shown by broadcaster Sky on October 10th – who have committed to become net zero carbon by 2030. The awards will be shown by Sky across all the broadcaster’s European territories, as well as with other partners in the US and Asia, including a global premiere on YouTube. A special world premiere during Shanghai Fashion Week will also be held on the same day in partnership with exclusive Chinese partner APAX Group.

This year there will be only five awards with iconic Chopard statuette award, produced in ethical gold, being handed to five recipients to mark the beginning of a new era.

“In the last three years, the Green Carpet Fashion Awards have underscored the importance of Italian business in our industry, from big brands up to start-ups, from dress designers  to shoemakers, an producers of raw materials, all of whom expressing the uniqueness of Italian fashion. A fashion that in the year of Covid is showing enormous heart and powerful reserves of strength and unity, despite our countless difficulties. Together we must exploit this moment to shape a future for our industry that puts the planet and people at the centre of its business. We decide to organize a digital event because we want to continue participating, even at this difficult time, and with a tone of voice that’s appropriate but also carries a message of solidarity and hope”, commented Camera Nazionale della Moda Italiana Chairman Carlo Capasa. “Now, at a time of high vulnerability, we must regain the spirit neede to generate a concrete response and incredible dreams, the all-Italian spirit whose roots are in humanism.”

Livia Firth finished: “Arundhati Roy referred to this period as a “portal” – a gateway between one world and the next. We can choose to walk through it, dragging the carcasses of our old modus operandi. Or we can walk through lightly, with little luggage, ready to imagine another world. And ready to fight for it. This is the strong message that will emerge from this year’s GCFA. We have been the first to celebrate sustainability and fashion and to shine a light on the disruptors and game changers in our industry. This year we wanted to do the same even in the way the event itself is produced and delivered!”

“The 2020 Green Carpet Fashion Awards”, said ITA President Carlo Ferro, “showed how our businesses were able at such a difficult time and in an increasingly complex scenario to rapidly adapt to foreign markets. Spending behaviour, especially that of the new generations, is tending more and more towards quality and sustainability, the strengths of our fashion industry. And demarcation between online and offline is continually blurring, which is why ITA is heavily committed to supporting the digitalization of trade fairs and events like this, as well as helping our enterprises access e-commerce platforms to sell their products”.

Camera Nazionale della Moda Italiana
Sustainability is one of the pillars of CNMI’s strategy and an issue on which it has been active for years, also through the creation of a Work Group whose members include Bottega Veneta, Ermenegilo Zegna, Fendi, Gianni Versace, Giorgio Armani, Gucci, Loro Piana, Moncler, OTB, Prada, Salvatore Ferragamo, Valentino.

Its commitment started at the beginning of 2012 with the publication of the “Manifesto of sustainability for Italian fashion”, which set forth a 10-point plan for responsible and sustainable fashion. This was followed by the publication of “Guidelines on eco-toxicological requisite for clothing, leather goods, footwear an accessories” (February 2012), “Guidelines on the eco- toxicological requirements for chemical mixtures and industrial discharges” (March 2018), the “Global Sustainability Report – Sustainability matters, but oes it sell?” (2019) in collaboration with McKinsey & Company; and the “Manifesto on Diversity and Inclusion” (2019).

The objective is to continue to work towards achieving full actuation of the “Manifesto of sustainability for Italian fashion”. CNMI is carrying forward massive communication, education and training initiatives across the entire industry to ensure that sustainability becomes an integral part of the world’s perception of Italy and Italian fashion. As part of this strategy, the Green Carpet Fashion Awards, Italia, is designed to re-launch the brand Made in Italy and its commitment to ethica ans sustainability.Green Carpet Fashion Awards, Italia 2020Eco-Age
Eco-Age is a brand and marketing consultancy specializing in sustanibility and founder of The Green Carpet Challenge. We occupy a unique space in the marketing/communications arena, with unparalleled expertise in sustainability, supply-chain, content creation, marketing, event-planning, internal and external communications and PR. Over the past ten years, Eco-Age has developed considerable connections with the world’s most influential voices in sustainability and is able to drive global debate, focusing on positive social and environmental impact.

Green Carpet Fashion Awards
Camera Nazionale della Moda Italiana (CNMI), in collaboration with Eco-Age, and with the support of the Ministry of Economic Development (MISE), the Italian Trade Agency (ITA) and the patronage of the Municipality of Milan, established the world’s first Green Carpet Fashion Awards, Italia in 2017.

2020 marks the fourth year of the Green Carpet Fashion Awards, Italia. The event celebrates the commitment of fashion houses to sustainability, as they work to embrace rapid change while preserving the heritage and authenticity of small-scale producers. The fourth edition of the awards will be broadcasted during Shanghai Fashion Week on October 10th 2020, filmed at the iconic Teatro alla Scala Opera House.

About this year’s edition partners:
Production partners:Director
Giorgio Testi is a Grammy-nominated director and a juggernaut in the industry with a vast portfolio, directing everything from Blur’s ‘Live at Hyde Park’ show to the ground-breaking live action elements of the global phenomenon that is Guitar Hero Live for games giant Activision. A stalwart in the world of live events, he is also the Music Video Award nominee for works with other major artists, including Richard Ashcroft, The Killers and Savages. Throughout his well documented career, he has worked with some of the most culturally important and innovative bands in the world including Rolling Stones, The Killers, Oasis, Sting, Amy Winehouse, Adele & Ellie Goulding to mention a few as well as collaborating with iconic global brands such as Adidas, Sony, Converse, Vevo, RedBull and Jack Daniels).

Showreel: https://www.pulsefilms.com/director/giorgio-testi/commercials

Pulse Film  is an award-winning, next generation stuio encompassing the development, production, financing and distribution of content across all platforms and for audiences worldwide. Dedicated to creating moments of culture through storytelling across Scripted and Non-Fiction Film & TV, Commercials, Branded Entertainment & Music Videos with offices in New York, LA, London, Milan, Paris and Berlin. The Studio’s TV recent projects include 2020’s record-breaking and critically acclaimed series GANGS OF LONDON for Sky Atlantic & AMC, and global hits THE DISAPPEARANCE OF MADELEINE MCCANN, AZIZ ANSARI RIGHT NOW, and BIKRAM: YOGI, GURU, PREDATOR for Netflix. In 2020 the studios BEASTIE BOYS STORY (AppleTV+) directed by Spike Jonze was nominated for five Primetime Emmy Awards. In 2019 the studio won an Emmy Award for Outstanding Nature Documentary for its feature documentary TROPHY. Pulse Films’ feature film credit include forthcoming PIG starring Academy Award winning actor Nicolas Cage, PERFECT directed by Olivia Wilde and Berlin Film Festival audience award winner MOGUL MOWGLI starring Riz Ahmed. The studio is also behind culturally defining and award winning music films which includes Beyoncé’s Emmy nominated and Peabody Award winning film LEMONADE, Nick Cave’s BAFTA nominated 20,000 DAYS ON EART, LCD Soundsystem’s SHUT UP AND PLAY THE HITS and London Film Festival hit RUDEBOY: THE STORY OF TROJAN RECORDS.

Show Designer
NorthHouse is a Design & Production Studio focused on Visuals for Music and Live shows. NorthHouse design, direct & produce film, animation and real-time content using the latest tech for tours, TV and award shows, music promos, experiential & interactive installations & events, TV shows, branding installations, commercials, sports events.

Hologram Technology
ARHT Media is the global leader in the development, production and distribution of high-quality hologram content through its patented Holographic Telepresence technology.

Executive Productions
Tendercapital Productions, the film production company focusing on innovative and authorial products, part of the TenderCapital Group, is one of the most dynamic and indenpendant players in the asset management panorama, chaired by Moreno Zani. In 2018 they produced the groundbreaking moving-image artwork Yugen by director Martha Fiennes and featuring actress Salma Hayek, which premiered during the Venice Film Festival. This year, they are in the Official Selection of the 77th Venice Film Festival with the film PADRENOSTRO, directed by Claudio Noce and starring Pierfrancesco Favino.

Event producer
China physical Green Carpet Fashion Award produced by APAX Group, which customize new strategies with imaginative event planning, provide bespoke consultation, collaborate through cross-over cooperation; offering unlimited diversified communication platforms.Helping global brands to understand Chinese market, also supporting Chinese brands to go overseas.

China partner:
APAX Group

APAX Group is a global leading experiential marketing group solely founded by Mr. Terence Chu. Under his leadership, the group leads the industry through its core strengths in fashion, culture, technology, media and global resource integration.

‘We nurture, we bring forth’. APAX group continues to lead and inspire China market by bringing in international resources, as well as taking the local culture outside to spread ‘Chinese culture confidence.’

As a pioneer in the industry, we will continue to cultivate and explore the future, to empower the industry with the accumulated resources and to connect China and the world with profound cultural heritage.

Broadcast partners:
About SKY
With 24 million customers across seven countries, Sky is Europe’s leading media and entertainment company and is proud to be part of the Comcast group. Our 32,000 employees help connect our customers to the very best entertainment, sports, news, arts and to our own local, original content.

Following the success of Sky originals like Chernobyl, we plan to double our investment in original content by 2024. We’re also developing a new TV and movie studio, Sky Studios Elstree, which is expected to lead to the creation of over 2,000 new jobs and generate an additional £3 billion of production investment in UK creative sector in the first five years alone.

Our technology allows customers to watch what they want, when they want, how they want, and as we connect millions of families to content they love, we believe it is our responsibility to do it safely. That’s why we offer services like Sky Broadband Buddy and the Sky Kids app. And our online streaming service, NOW TV, brings viewers all the enjoyment of Sky with the flexibility of a contract-free service.

We also believe that a company of our scale has a responsibility that goes beyond our business, and into the community. We recently announced a series of commitments to help tackle racial injustice and improve diversity and inclusion. To ensure the commitments are delivered, Sky will invest £10million per year across its markets for each of the next three years. We’re committed to being Europe’s first net zero carbon entertainment company by 2030 – two decades before we have to – and we’re an inclusive employer recognised by The Times and Stonewall for our commitment to diversity.

Sponsors Partners:

S.Pellegrino, Acqua Panna and San Pellegrino Italian Sparkling Drinks are international trademarks of Sanpellegrino S.p.A., which is based in Milan, Italy. Distributed in over 150 countries through branches and distributors on all five continents, these products represent quality excellence by virtue of their origins and perfectly interpret Italian style worldwide as a synthesis of pleasure, health and well-being. Founded in 1899, Sanpellegrino S.p.A. is the leading company in the beverage sector in Italy with its range of mineral waters, non-alcoholic aperitifs, drinks and iced teas. As a major Italian producer of mineral water, it has always been committed to enhancing this primary good for the planet and works responsibly and passionately to ensure that this resource has a secure future.

The Italian pioneer of the circular economy, is the first company in the world which is able to produce a fully recycled and endlessly regenerable fibre: ECONYL®. Already a partner of

the Green Carpet Fashion Awards, Italia, for the last three years Aquafil confirms its support for the digital edition of the awards for 2020 and is honoured to once again be part of a community who is strongly committed to sustainability and spreading the important message within the fashion industry and beyond.

In 2013, in line with its fundamental values, Chopard launched The Journey to Sustainable Luxury, a multi-year programme deepening its engagement in sustainable luxury, by sourcing from businesses that are demonstrably committed to responsible, ethical, social and environmental practices. Since July 2018, it has also been the first luxury watch and jewellery Maison to start using 100% ethical gold, in the Maison’s workshops in Geneva, being handed in the production of all its watches and jewellery. Today, the family Maison, run by the Scheufele family, employs more than 2,000 people through its 14 subsidiaries around the world. Independent and vertically integrated, Chopard controls its entire production process from design to finished product. It has a network of 1,000 points of sale, including 155 dedicated boutiques.


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