Livia Firth Believes Fast Fashion Can’t be Ethical

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Livia Firth, wife of Colin Firth, has made it her mission to promote eco-friendly fashion. She regularly wears amazing gowns made from recycled materials on the red carpet and says fast fashion can never be ethical because the prices are too cheap to pay people the amount of money they deserve. She explained that the production is still "rubbish" because it's done too quickly and without enough thought: ''Fast fashion is a phenomenon; you can't make it better. You can use as much organic cotton as you want, but you are still producing one million shorts for their amount of money [too little]. It can't be ethical. You are still producing rubbish at the end. Where do all these clothes end up? They have to slow down. They have to change their core business model.''

Livia supports Eco-Age, who aim to promote eco-friendly clothing that is worn more times than just once. They also regularly challenge celebrities to go green on the red carpet, asking them to wear pieces made from re-purposed materials. Livia believes that buying items that you know you'll wear time and time again is one great way to be eco-friendly: ''Eco-Age is all about practical solutions... If you can commit to wearing something 30 times, it's already fantastic, no matter where you bought it. Buy with purpose. I have things I wear over and over again. I think I'm one of the few people I know who still mends socks when they have a hole. But it is easier to buy new socks than to mend them, because it's cheap.''

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