NewLife in cinema spotlight
17/02/2012
Viola Davis, nominated for the award for actress in a leading role for her performance in The Help, has attended earlier ceremonies in the awards season wearing dresses created for her by Italian designer Valentino using fabric made from NewLife yarn.
Livia Firth, the Italian wife of English actor Colin Firth, is another big fan of environmentally friendly clothing and has launched a campaign called Green Carpet, to encourage the cinema world’s Red Carpet events to become greener. She has used her influence with Giorgio Armani to encourage the designer to make dresses from fabric woven from NewLife.
Miroglio had one of the Armani dresses on display at the Première Vision event in Paris in February after Livia Firth had worn it to the BAFTAs event earlier in the month.
Speaking at Première Vision, Miroglio spokesperson Giusy Bettoni praised Livia Firth for her commitment to and passion for the environmental clothing cause, but she said the development also showed that NewLife yarn can be made into high-quality fabric. “We want fashion to look like fashion,” she said. “We don’t want consumers or designers to sacrifice anything. Armani selected this material because it is beautiful fabric.”
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