Livia Giuggioli (Firth)

[alicia753]

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[alicia753]

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LONDON, UNITED KINGDOM - NOVEMBER 29: Colin Firth and Livia Firth attend a live performance by Annie Lennox to launch mothers2mothers in aid of new mothers living with HIV in Africa on November 29, 2011 in London, United Kingdom.

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[alicia753]

getty

LONDON, UNITED KINGDOM - SEPTEMBER 13: (EXCLUSIVE COVERAGE) Livia Giuggioli and Colin Firth attend the ' Tinker, Tailor, Soldier, Spy' UK premiere after party on September 13, 2011 in London, England

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[alicia753]

getty

Laura Bailey, Stella McCartney and Livia Firth attend a party celebrating Vogue Fashion's Night Out at the Stella McCartney boutique on September 8, 2011 in London, England.

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[alicia753]

getty

Marcus Anderson (L) and Livia Firth attend an exclusive party hosted by Jay Jopling to celebrate the completion of 'Contra Mundum' or 'Against The World', a one of a kind diamond glove created by Daphne Guinness and Shaun Leane, on June 30, 2011 in London, England.

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[alicia753]

getty

Livia Firth attends the British Fashion Council's celebration of 5 years of Estethica sponsored by Monsoon and hosted by Livia Firth and Harold Tillman at Almada on May 24, 2011 in London, England.

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[alicia753]

getty

Richard Polo (L) and Livia Firth attend author Lucy Siegle's book launch for 'To Die For' at Colin and Livia Firth's store Eco-Age on May 23, 2011 in London, England.

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[alicia753]

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[alicia753]

liviafirth twitter

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[alicia753]

liviafirth twitter

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[tigerrouge]

On the cover of Red magazine Feb 2012 (newsstand.co.uk

 

[alicia753]

love this cover! thanks and karma for you!

 

[alicia753]

redonline.co.uk


She may be married to an A-lister, but Livia Firth is more than making a name for herself. The new face of ethical fashion talks to Lucy Siegle about family, Fairtrade and why we all need a green-over.

02 January 2012

There are many people in the public eye, who do amazingly worthy things, but you’d rather not hang out with. They’re so good and so earnest that even I – a stalwart of environmental preaching with a high tolerance for chat about climate change – want to chew my arm off. Thankfully, Livia Firth is not cut from that hemp cloth.
This is clear the moment the eco campaigner (married to national sweetheart Colin Firth) launches into a series of funny and self-deprecating stories. Firth doesn’t take herself seriously. Right away, she is talking 10 to the dozen about the premiere of Tinker Tailor Soldier Spy. She wore the Stella McCartney Lucia polka-dot dress, with a risqué sheer side panel. This dress has been worn by a number of A-listers, including Kate Winslet. It can be worn with or without a nude slip. Firth dared to wear it without and looked strikingly good. The next morning, her mother phoned from the family home in Tuscany. ‘There is a certain look in the eye of a woman who wears no knickers,’ she pronounced, as she checked out the photos in the morning papers. Later, I assess the photo. Mama was right.
All in all, Firth is quite unlike the stereotypical eco warrior, and yet she’s made quite a name for herself promoting environmental and social justice issues. It comes at a time when many are said to be feeling a sense of ‘eco fatigue’. Perhaps, in these trying times, people feel too beaten up to endure chastisement about the wrong car or the wrong loo roll? ‘I get that completely,’ says Firth. ‘But some of the big messages are vital, so we need to do a better job of not turning people off.’
Her bugbears are the very terms ‘green’, ‘eco’ and ‘ethical’. ‘Of course, I use them, but I think we’ve outgrown them. We need a new definition,’ she says. ‘Essentially, we want to live a better, less impactful and more fulfilling life.’
‘Stop bitching, start a revolution!’ reads a postcard in the Firths’ downstairs loo, which seems to sum up her approach to life. In 2008, Firth found it hard to find ‘eco’ (let’s use the term, until she comes up with an alternative) household goods, so she launched Eco Age, a shop in west London, gradually also selling ethical fashion brands.
Last summer, the shop transformed into an office space, from which Firth runs an online magazine and shop. At eco-age.com, you can read about bees with Sam Roddick, cycling by Laura Bailey, eco renovations from KT Tunstall or Tom Ford’s husband, Richard Buckley’s essential playlist. And lest it all get too evangelical, Mr Firth himself contributes a column, View From The Naughty Step, a sideways look at the pitfalls of being too green and preachy.
‘He makes sure we’re not taking ourselves too seriously,’ says his wife. ‘Although he is pretty good. He’s always cycling around London and he taught me to recycle properly. Having lived in Canada, where they’re very strict about such things, he was light years ahead of us here. So he can recycle like a demon, but he still leaves the lights on.’
One of the most endearing things about Firth is that her relationship with the man who the entire female population is a little bit in love with, is unremittingly normal. Of course, they adore each other, but this is tempered by the little irritations that permeate any relationship. There is, for example, a continuing debate about Colin’s love of gadgets. ‘I have the same old BlackBerry, while he has to have the latest upgrade. That drives me mad. All the time, these upgrades!’ For the record, the actor admits to a weakness for Apple, but insists his TV is one of the oldest of anybody he knows, proof that he’s not completely gadget obsessed. ‘Rubbish!’ she retorts.
‘But he is an amazing father,’ Firth concedes, sounding rather gooey. ‘The bedtime stories he tells the kids are so brilliant. He just makes them up, and they’re completely hooked. I don’t know how he does it.’ Firth admits that she is the practical one. As soon as a problem arises, her instinct is to ‘kick some ****’ and get everyone moving in the direction of a solution.
In many ways, her common-sense approach is governed by traditional Italian values. She tells me about the painstaking way she prepares for each season – washing all her clothes, then sealing everything with repellent in moth-proof bags for storage. ‘It’s the Italian way,’ she says, ‘making clothes last forever because you love them.’ Her conversation is peppered with references to the local seamstress, Ms Minetti, who has altered her mother’s dresses for her, and the farmer down the road in Italy, who grows her favourite tomatoes.
Her parents now live in Tuscany, where she and Colin also spend time, but she grew up in Rome. And although mother to three boys – two sons, Luca, 10, and Matteo, eight, and a stepson, Will, 21, from Colin’s previous relationship with Meg Tilly – it’s not difficult to imagine her as a teenager, hanging out, smoking in some city square when supposed to be doing homework.
‘I was a bit of a rebel,’ she confirms, ‘but I always got caught.’ At last year’s Met Ball, Firth got an eminent fashion critic into trouble by posting a Twitter picture of them hanging out with Rihanna in the toilets. The fashion editor was having a sneaky cigarette – frowned upon inside historic buildings. But the interesting thing is how Firth came to be hanging out with Rihanna. A story that introduces her other big venture: The Green Carpet Challenge (a project that I co-founded).
In 2009, when Colin won the Best Actor award at the Venice Film Festival for his performance in Tom Ford’s debut, A Single Man, it became clear that more would follow. Firth braced herself for some serious red-carpet walking.
‘To be honest, I was terrified,’ she admits. ‘Until this point, I hadn’t thought much about fashion. I’m Italian, so I wear classic cuts in black. End of story. The idea of planning and choosing gowns months in advance that would then come under intense scrutiny, well…’ she gives a little shudder.
At that point, we spied a golden opportunity. So I challenged Mrs Firth to do the whole season wearing only gowns that were eco or sustainable. The Green Carpet Challenge, a project that would put the best ethical style in the public eye, was born.
‘I knew how talented this new breed of designer could be,’ says Firth. ‘Many had got so close to dressing actresses for major awards and then been bumped at the last minute by a major brand. It gave us the chance to show that Fairtrade supply chains and eco fibres could have aesthetic merit, as well as ethics.’
There were definite parameters. ‘I said to the designers, “I’m a 40-year-old mum, not a young beautiful star with endless legs,” so I was really strict about what I could wear. No short hemlines, nothing too weird.’
The high point of the challenge was surely walking up the red carpet to the Kodak Theatre, the night her husband bagged the 2011 Best Actor Oscar for The King’s Speech, wearing a pink diaphanous number made of repurposed vintage gowns from the era of the film, by designer Gary Harvey.
‘I have such weird memories of it,’ Firth recalls, ‘it’s a bit like an out of body experience.’ Has she ever watched footage of Colin accepting the award? ‘No way,’ she yelps, ‘but it was a perfect night, so much fun. I mean, I danced at Madonna’s party, so that’s pretty good going.’
But dancing with Madge aside (‘Colin does not dance, no way,’ she clarifies), Firth insists there are no goji berry smoothies with Gwyneth or meditation with Angelina. ‘Real life is not really like that. Most of my friends aren’t in the film industry. Okay, so you might meet George Clooney and spend a few seconds going, “Oh my God, it’s George Clooney.” But then your brain settles and that’s a relief, because you realise he’s a man and it would be nice for him if you could just behave normally.’
When the Oscar came home – along with a lot of other silverware – it was in the dining room for a while where the boys hung Lego men off it. ‘It was quite funny and I guess it normalised it a bit,’ she laughs. These days it lives on a shelf upstairs next to a picnic basket. ‘It’s lovely to see now and again and friends like to hold it, but it would be a bit weird to worship it.’ Besides, Firth is all about moving forward. She is bursting with excitement about this year’s Green Carpet Challenge.
‘We’re going up several gears,’ she explains. ‘Last year, we ended at the Met Ball, where Stella McCartney made me a beautiful dress that was totally sustainable and, this year, we’re working with some other big designers to produce eco gowns. And, instead of little old me wearing them, we’ll have real A-list stars. So we’ll have 10 top designers producing gowns for 10 A-listers.’
Already she has persuaded Gucci, Paul Smith, Tom Ford, Stella McCartney and Alberta Ferretti to take part. And with that, our reluctant eco queen is off, clutching her elderly BlackBerry as she speeds off to do the school run, before getting back to persuading Hollywood that – this time – hemp is hot.
For more information, visit Eco-age.com

 

[alicia753]

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[alicia753]

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[adorefaith]

A beautiful woman with beautiful style.

 

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Golden Globes 2012