Baby J Studio
BABY J STUDIO
AB.jpg

The Green Carpet Fashion Awards, 2018

 

GCFA.png

The Green Carpet Fashion Awards, 2018

The Green Carpet Fashion Awards, Italia are the first fashion awards to focus on craftsmanship and sustainability. Held during Milan Fashion Week at iconic opera house La Scala, the awards are hosted by Camera Nazionale della Moda, in collaboration with Eco-Age and the Mayor of Milan.

Working under the creative direction of Vogue’s Hamish Bowles, we developed this year’s theme on the icon of the Hummingbird, representing industry, adaptability, and resilience. Using Victorian-era ornithological prints from the Audubon Society, and the work of the American painter Martin Johnson Heade, as inspiration, we created a hummingbird and foliage motif that we applied to all aspects of the event, including a large-scale tapestry, a green carpet, and printed and digital assets.

003_MAX_9983.JPG
Event images.jpg
 
GCFA_FINAL FULL CARPET ARTWORK.jpg

A recycled carpet, tapestry and projections

We worked with materials brand Econyl to produce a 1700 square foot green carpet, which covered the outside of Piazza Scala, and a huge woven tapestry that covered the outside of the iconic opera house. Both pieces were made from recycled nylon created from reclaimed fishing nets from the sea.

We also created a digital animation of growing flowers and fluttering birds, which was projected on to the outside of Gallerie d’Italia during the event.

 
021_RBE_9987.JPG
004_MAX_0008.JPG
image 2.jpg
imag1.jpg

Digital Garden and Campaign

I lead the team on all asset creation, including a printed book and invites, social content and website project pages. We also teamed up with Instagram to create a photo booth in the event garden, complete with swing and specialist boomarang camera, where guests could take selfies that and video. We also created special gifs for the event for people to add to their instagram stories, under the hastag #GCFAItalia.

008_GIU_5172.JPG
insta-2.gif
Insta.gif
Digital.jpg
 
2.png

A Small Book of Big Change

‘A Small Book of Big Change’ was commissioned as a gift for the attendees of the Green Carpet Fashion Awards, Written by journalist Lucy Siegle, the book is an A-Z guide on environmental issues and sustainable development. The book was printed in Milan by centuries old printer Taorni, and covered with end-of-the-line silk.

 
Book2.jpg
Book_16.jpg
Book+1.png
Optimisim.jpg