Livia Firth
Livia Firth, and yes that is Mrs Colin Firth, is part of a passionate quartet of women behind 12 Degrees Of Fashion, a buzzy new pop-up shop concept devoted to ethical fashion. With a different pop-up fashion shop arriving every month for a year, and workshops too, Livia along with eco fashion doyennes Orsola de Castro, Lucy Siegle and Jocelyn Whipple, is one busy lady. Our clever (and ever-eco) friend Sarah Woodhead at Greenmystyle.com got the scoop on life, the universe and Colin...
Sarah writes: What happens when four influential and passionate women get together to chat ethical fashion and homewares? The answer is a brand new shopping idea, of course! Launching this month is 12 Degrees Of Fashion, a monthly pop-up shop with a different fashion theme each time.
12 Degrees Of Fashion is located at EcoAge in Chiswick, the ethical homewares store and consultancy that Livia runs, with a team that includes her brother Nicola Giuggiolo and husband Colin, though we’re not sure he’s behind the till that often. The monthly pop-up themes will range from showcases for organic denim and eco cashmere through to a focus on trans-seasonal pieces that bypass faddy fashion. Live right now is Livia’s pick from Estethica, the ethical fashion zone at London Fashion Week.
Sarah: 12 Degrees of Ethical Fashion via 12 months of ethical pop-up stores - fabulous. Tell me how the idea originated
Livia: Lucy and I have been knowing each other for a couple of years - I always loved her column in the Observer and when we opened the Eco shop, I wanted her to come and see it … needless to say it was love at first sight!!!! She then introduced to me Jocelyn Whipple, who annoyingly knows everything about ethical fabrics and materials and Orsola De Castro, whose clothes I always loved and … And you know what happens when you put four women in a room too often! We couldn’t stop talking and we came up with the idea of the 12 degrees very spontaneously!
Sarah: What are you trying to achieve with it?
Livia: Quite simply, We would love to build the biggest chain of ethical fashion stores in the world…!
Sarah: What will the first pop-up shop be?
Livia: It will be my choice of the best of Estethica at London Fashion Week. My hot tips are From Somewhere (of course!) Elena Garcia and Ciel - all fabulous.
Sarah: What other pop-up treats can we look forward to?
Livia: There will be the month of denim, we found the most gorgeous fits and a month about party dresses which will turn us all very girly and very silly - I can’t wait for that. And the month about fairtrade and labor, which apart from the beautiful clothes will finally shed some light on my total confusion in trade rules and labor issues. And then of course there will be Made, the most beautiful jewels, which will accompany every month with different collections inspired by the theme of the pop up shop.
Sarah: We heard there will be workshops. What are those about?
Livia: Many! We want this year to be full of the best fashion “treats” possible. You will find all the information in time on the website (www/eco-age,com) as we do not want to reveal all of them at once but 12 degrees has to be fun as well as “informational” - for example A denim “surgeon” will come to the shop in April and finally help us to find the perfect fit of jeans - A vintage expert will show us how to make our cupboard “sustainalbe” in time and how to choose vintage clothes - we will have a workshop on how to “mend, do and make”… Once I turned a pair of wonderful Marni trousers into great cushions…
Sarah: Livia, your life must be hectic. How do you manage to fit it all in? Does Colin help?
Livia: My life is hectic yes but this is my personality and I can’t help it. Colin? who is Colin?!
Sarah: Go on, tell us which ethical fashion pieces you’re wearing right now
Livia: A dress from Ciel which I am almost destroyed as I wore it so many times. And a cardigan from Stewart & Brown which is so cosy and warm. And my boots which are not from an ethical designer but I’ve had them for five years and I live in them. And right at this moment I am completely in love with the new skeleton collection from Made - they are jewels which make me feel still young and hip, and dream of being a rock star!
12 Degrees Of Fashion is located at EcoAge, 213 Chiswick High Road Chiswick London W4 2DW. Opening time: Tue-Sat 10:00-6:00
Sarah Woodhead is editor of the fab and always up-to-date, Greenmystyle.com - the best (actually probably the only...) daily eco-glossy you'll ever need.
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