Livia Firth, might be known for being the wife of actor Colin Firth, but to me and I am sure also many others she is a role model. Livia is the Creative Director of Eco-Age and founder of the Green Carpet Challenge. She is also one of the Executive Producers of the ‘The True Cost’, a documentary about the impact of the fashion industry, which is hopefully a real eye-opener for everyone. While watching conferences, reading interviews and seeing documentaries where Livia was talking about sustainability and the working environments in the fashion industry she really inspired me. I was always interested in these subjects but her suggestions and thoughts about it are fascinating.
The 30 wears tool she introduced is something that I am willing to make a part of my own lifestyle. One of here solutions to counter fast fashion is quite simple; buy less and get more ‘fashion mileage’ out of each piece. She encourages us to invest in heritage pieces that will last. Like Lucy Siegle, also an Executive Producer of ‘The True Cost’ said: “if we can all commit to wearing something a minimum of 30 times, then we can buy it.” Livia beliefs that this is an easy but great tool to avoid buying something that you would not wear that often or will not last that long. And now so do I.
After first hearing about this 30 wears initiative, my shopping experiences have dramatically changed. I asked myself the question “Will I and can I wear this at least 30 times?” over and over again. You might have guessed it – the answer was more than often “No.” I have learned that this tool is something that will continue to help me with making the right choices and will also help me with creating a wardrobe of beautiful and unique pieces. As Livia Firth said: “We need to buy clothes that we love. Clothes that will sustain our wardrobe for years to come. This is why I love fashion. It can truly empower you!”