From Moment to Movement
Craig Hough talks to Samata Pattinson, CEO of Red Carpet Green Dress about her career and the need for more sustainable practices in fashion
How was the concept for Red Carpet Green Dress born and put into action?
Suzy Amis Cameron founded Red Carpet Green Dress in 2009, when she was attending her husband James Cameron’s Avatar Global Premieres. When faced with the lack of ethical fashion choices whilst attending the red carpet, Suzy decided it was time for a change. Red Carpet Green Dress’ goal is to draw attention to the importance of more sustainable practices in fashion and be a part of bringing those solutions to the global market.
This is put into action through the annual RCGD design contests, championing emerging and established designers across the globe to create sustainable Oscar-worthy looks. We have also partnered with design colleges in the past to create internship and work experience opportunities for young designers. Alongside this, we have now also launched sustainable workshops to educate people about the fundamentals and talk about topics such as sustainable design and responsible consumption.
Where does your passion for fashion come from?
I’ve always been interested in fashion since I was young. When I saw RCGD’s global design contest back in 2011 - it felt natural to apply! I submitted my design and was the second year winner. When flying to America to meet her, Suzy further opened my eyes to the world of sustainable fashion. I owe everything to her! She really believes in me and in 2019, appointed me as CEO of Red Carpet Green Dress. I am passionate to bring sustainability to the forefront of conversation and action within the fashion and apparel industry. I have also always been passionate about connecting with the global design community and have worked as a lecturer at a number of global fashion colleges including Central Saint Martins and Fashion Institute of Technology.
Which designers and brands have inspired you?
I recently joined Levi’s Secondhand Campaign as part of the brand’s commitment to make fashion sustainable and circular. Customers can buy second-hand jeans and jackets online, whilst also allowing them to bring their worn pieces in exchange for a gift card. Stylist Tara Swennen and I discussed the importance of sustainable fashion on Levi’s Instagram Live and it was so lovely to have another platform to express our opinions. Another brand contributing to a more sustainable future is Adidas! They will be launching a new vegan shoe line created from leather substitutes, it’s exciting to see these fabrics hitting the footwear market! These two global brands moving in the right direction towards a better future inspires and motivates me to continue talking.
What does a typical day look like?
I try to get as much out of my day as possible - a lot of the time though, I still feel like there aren’t enough hours in a day! Every morning, I start my day with my son. It’s important for me that we spend time together before he heads to nursery. Beyond that, my everyday is different as we have so many ongoing projects. One day I could be working towards our sustainable workshops, and the next I can be working towards the pre-Oscars gala. I’m also currently writing a media project that will be announced later this year. Throughout the day, I want to create as much conversation as possible and I can do this instantly through Instagram. I have been given a voice and platform so I like to post, then brainstorm where I can contribute towards making a difference. Engaging with the community is when I feel my most inspired.
How has the organisation developed over the years - who have been some of your biggest supporters?
My biggest supporters are Suzy Amis Cameron and James Cameron - I wouldn’t be where I am without them. To date the campaign has collaborated with talent from 21 countries and since its inception, the campaign has grown to include brand collaborations, internships, knowledge-share platforms and educational experiences for students, and its remit continues to grow. I have created brand partnerships with United Nations, TESLA, Vivienne Westwood, Armani, Louis Vuitton, Swarovski and Reformation to name a few. We are also dedicated to innovating and bringing diversity to the carpet through the talent selected for the campaign including Emma Roberts, Lakeith Stanfield, Camila Alves, Laura Harrier and Priyanka Bose amongst others.
Red Carpet Green is a leader in sustainable fashion – why is this needed and are you pleased with this shift in the industry?
There was a lack of ethical fashion choices for the red carpet when Suzy founded RCGD. Through creating conversation, we have been able to contribute towards the shift the industry needed. We are all a part of the solution as everyone wears clothes. Over the last decade, people have seen how harmful fashion can be environmentally, including how inhumane some sweatshops can operate. It is evident that people want change now. Public demand and consumer mindset has resulted in brands focusing on sustainability from production process to buying process. We still have a way to go but we are heading in the right direction. We need to continue this conversation.
What’s next for Red Carpet Green Dress in 2021?
Red Carpet Green Dress have some very exciting upcoming projects. We announced our two global design contest winners in October so we’re in Oscars preparation mode. We are also continuing our sustainable workshops, with a range of guest appearances including founder Suzy Amis Cameron!
www.rcgdglobal.com
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