And the award for sustainability goes to…

And the award for sustainability goes to…

This award season has undoubtedly delivered some of the most iconic fashion statements of the 21st century. From Lil Nas X’s hot pink cowboy suit to Lizzo’s chocolate wrapper dress, it is fair to say that 2020 has brought in the decade with a bang. Yet it becomes increasingly difficult to consider award show fashion faux pas as nothing more than a bit of frivolous fun when you learn that the fashion industry is the second-largest polluter in the world.*

But there is hope for us #woke Thunberg fans yet. It seems that with the turn of the decade, we have entered into an age where sustainability and climate change activism has become an integral part of celebrity culture, and this transition is most noticeable during award shows. We’ve identified three key ways in which sustainability and climate change activism have been promoted this award season:

The rise of veganism

With the popularity of veganism soaring in recent years, it is no surprise that award shows have started to embrace plant-based menus. In 2020, academies such as the Oscars, Golden Globes and Critics Choice Awards have opted to serve 100% vegan menus. This transition was reportedly in an attempt to raise awareness about the environmental impact of the farming industry.

Sustainable fashion choices

In an effort to become the first carbon-neutral awards ceremony, the BAFTAs gave all 2020 attendees a sustainable fashion guide, created by the London College of Fashion. The guide urged guests to re-wear, hire or purchase second-hand outfits, and listed a range of brands that advocate sustainability.

The result? More guests than ever made sustainable fashion choices, with celebs such as Kate Middleton, Alice Eve and Joaquin Phoenix all gracing the red-carpet wearing recycled attire.

Celebrity commentary

Think back to 2016. DiCaprio wins his long-overdue Oscar for the Revenant. For a moment, the stars align, and everything finally seems right in the world. But instead of basking in his much-deserved glory, Leo uses his time in the spotlight to highlight the devastating impact of climate change, declaring it to be “the most urgent threat facing our entire species.”

Fast forward to 2020, it seems as though a new societal issue is being commented on for every award that is announced. At the Golden Globes alone, we saw the likes of Cate Blanchett, Russell Crowe and Ellen DeGeneres using their acceptance speeches to call for urgent action to be taken in the wake of the Australian bushfires, while Joaquin Phoenix praised the Hollywood Foreign Press for serving a 100% vegan menu and recognising the link between animal agriculture and climate change.

The emergence of these trends this award season demonstrates that both the academies and individual celebrities themselves are using their platforms to promote sustainability and climate change activism. The power of the influencer should not be underestimated, and just as celebrity culture once upheld the trend of throw-away fashion, it similarly has the power to make sustainability the new mainstream.

Here at LUYA, we collaborate with celebrities and influencers who have the power to promote new trends. To find out more about our influencer marketing packages, email us at hello@luya.co.uk.

* https://www.onegreenplanet.org/environment/how-to-reduce-the-impact-of-your-clothing-on-the-planet/



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