Alberta Ferretti, Livia Firth Join Forces in the Name of Sustainability

LONDON — Livia Firth and her brand consultancy Eco-Age are helping Alberta Ferretti shine a brighter light on her sustainability commitment, with the launch of a new capsule that has been made using only eco-friendly materials such as recycled cashmere and organic cotton. It is set to make its debut on Alberta Ferretti’s web site on April 15, in time for Earth Day. “Alberta was the first Italian luxury designer to look into the issue, and she did it with courage,” said Firth, who celebrated the debut of the capsule with Ferretti during an informal lunch in London. “Most brands would never say ‘I’ve made this in Bangladesh,’ but she went there and she was really committed. Since then, she’s been really active in integrating new materials within her own company, so I’ve been trying to encourage her to communicate it more and not wait until it’s perfect, because perfection takes years. She created this capsule to draw attention to the issue, but it’s not a one-off. It exemplifies the work that’s behind the company.” Alberta Ferretti first started looking into the social and environmental issues in fashion’s supply chain in 2011, long before sustainability became an industry buzzword. At the time, Ferretti

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