As the official car partner for BAFTA 2020, Audi took the climate change and sustainable opportunity message last night at the BAFTA Awards.  Each guest were chauffeured in an Audi Etron.

But why did the most influential film and fashion women on the planet, choose not to wear sustainable fashion red carpet outfits? Why did they ignore the fashion code from the authorities organising the BAFTAs?

The authorities decided to set a new standard, adding to the existing black tie dress code and decreeing that all attendees this year must wear something with ‘green’ credentials.

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Every invitee was given a guide, created by the London College of Fashion’s Centre for Sustainability, briefing them on the change to the rules, explaining that

“The ‘Red Carpet’ is a powerful platform. Our clothes speak volumes about who we are and what we stand for.”

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Ella-Balinska arrives in an Audi at the EE British Academy Film Awards 2020 at Royal Albert Hall, London, Sunday 02 February 2020. New dress not ever worn?

Authorities At BAFTA Decided To Set A New Standard

The authorities at BAFTA decided to set a new standard, adding to the existing black tie dress code and decreeing that all attendees this year must wear something with ‘green’ credentials. This can be a new dress or suit, made by a sustainable fashion brand, a vintage or second hand outfit, or simply an outfit which the owner has worn before.

Every invitee was given a guide, created by the London College of Fashion’s Centre for Sustainability, briefing them on the change to the rules, explaining that

“The ‘Red Carpet’ is a powerful platform. Our clothes speak volumes about who we are and what we stand for.” 

In other words the average woman can’t afford these exclusive brand new dresses.

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All the celebrities who have referenced climate change in their speeches at the seemingly endless string of awards shows this month, very few have turned their points into actions. For the simple reason, there is no money to be made wearing second hand clothes.  For the rich and famous it is embarrassing and out of character to wear second hand clothes.

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Aside from the obvious ignorance’s, like taking private jets from one big do to the next, it’s a shun that is particularly evident in what people are choosing to wear. Celebrities don’t give a toss about second hand clothing let alone the sustainable fashion. There is no marketing power in it!

If nothing else, the attempt by BAFTA and the lack of uptake on it has served to show just how hard it is to change a multi-billion pound industry whose very existence relies on things coming in and out of fashion thus ensuring an never ending cycle of consumerism.

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The majority of stars (aside from Joaquin Phoenix, who has dutifully worn the same Stella McCartney suit to every party. I think is amazing on all levels.

Joaquin Phoenix BAFTA

Dresses have been specially made and flown half way around the world for some to wear for one night only in Hollywood. It has been a case of all style and no substance, truly. When showcased on the red carpet, the super rich want to buy it, brand new. You can’t buy a re wearable red carpet outfit. Can you really imagine rich women with egos the size of Australia, wearing items more than once?

The rich and famous wear something worn before, it’s a taboo culture! You are rich not caring about re-wearable clothes. They are paid to wear, new red carpet clothing.

Until those who routinely dominate the best dressed lists, and who have the access to commission any fashion house in the world to make them an eco-friendly dress (as well as wardrobes bursting full of gowns that they have only worn before and could wear again so easily) take a stand and walk the walk,  traditional versions of glamour will always trump green fashion on the red carpet. BAFTA was, as every other show is, a case of all style and no substance. (Telegraph )

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Why Did It Fail?

But why did it fail? Why did the women with so much power choose to support new red-carpet outfits apposed to re wearable Haute couture.

With big-money deals in place to promote certain non-sustainable fashion brands on the biggest ‘platform’ in all of Hollywood? Dresses have been specially made and flown half way around the world for some to wear for one night only in Hollywood. It has been a case of all style and no substance, truly.

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There is no money is marketing and promoting sustainable fashion! Fashion weeks start this month, they need to sell what is on the catwalks new items!

In 2019 I have been to fashion events in the UK and Europe they are trying to be sustainable but it’s like flogging a dead horse. It just ain’t going to work. Fashion sells it is a billion dollar industry!

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Sustainable Fashion Fell On Deaf Ears

However, many Hollywood A-listers appeared to have missed the memo, with Charlize Theron wearing fresh-off-the-catwalk Dior and Margot Robbie in Chanel spring 2020 couture. Clearly forgot about the Bush fires in Australia.

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Kate Middleton

The Duchess led the way by recycling an Alexander McQueen gown last worn on the couple’s 2012 Diamond Jubilee tour of Singapore, Malaysia and the Solomon Islands. The dress was subtly altered, with the diaphanous sleeves replaced to give more coverage on a chilly London evening. The Duke opted for black tie that he had worn on previous occasions.

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Audi Etron

In its latest move towards a sustainable future, Audi deployed its new all-electric SUV, the e-tron, in the chauffeuring line-up for the film awards. Electromobility is a high priority for the brand with four rings, which aims for a 30% reduction in the CO2 footprint by 2025, and a longer-term vision of being a completely CO2 neutral company by 2050.

You can review my Etron here. I was the first woman in the world to drive it to London Fashion Week 2019!

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My town in East Gippsland Australia has lost the most beautiful wildlife, bushes and my brother lost his farm. Again you would of thought, Rebel-Wilson may have supported the sustainable fashion message. Another missed opportunity. But she did joke about it and point out how no one gave a toss about the green memo.

Do you really blame these ladies, for so long they were once begging for bread. With this multi billion dollar industry, I too would put my business head on. Get as much money I can. Who gives a stuff Australia is burning!

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