Colin and Livia Firth – Mrs Firth wearing Valentino eco gown for the Green Carpet Challenge at the Oscars 2012 – Photo: Vogue.co.uk

Every year crowds of people, media and celebrities descend on the Oscars to join in with the glitz andglamour Hollywood has to offer. This year, the red carpet is once again filled with the world’s most recognizable celebrities, and all eyes are fixed on the newest fashion statements making home on the infamous carpet.

Style and fashion are scrutinized on the carpet as intensely as the desire of seeing superstars in the flesh.

But this year’s Oscars come with a small – eco-conscious – twist.

Livia Firth – wife of Oscar winner Colin Firth has launched the Green Carpet Challenge with co-founder British journalist Lucy Siegle, to challenge world-leading designers to don their celebrities with pieces that are a winning combination of glamour and environmentalism.

Missi Pyle has gotten plenty of attention with her ethically produced Peace Silk Chiffon gown, which won its designer, Venezuelan-born Valentina Delfino, the “Red Carpet Green Dress” contest that was set up by James Cameron’s wife, Suzy Amis Cameron.

Firth has long been a champion for sustainable fashion, all the way back to 2009. This year she has the support of top designers Chanel, Valentino, Tom Ford, Paul Smith, Yves Saint Laurent, Tom Ford, and Armani – whose sustainable tuxedo designs were worn by her husband Colin Firth.

Missi Pyle in light turquoise wearing Valentina Delfino – Photo: Dailymail.co.uk

Her long dress has gone through the most eco-conscious process to come to be. Using only recycled zippers, natural mineral dye and recycled polyester, the gown was completely pleated by hand, all hundred of the pleats – and according to the actress, it is a venture that took over 12 hours to complete.

Another Hollywood heavy-weight who joined the Green Carpet Challenge was Meryl Streep who wore a golden ensemble custom-made by Lanvin and is the label’s ever first eco gown.

Ermenegildo Zegna has also made a statement with actors Kenneth Branagh (Supporting Actor nominee for My Week with Marilyn) and Demian Bichir (Academy Awards Leading Actor nominee for A Better Life) both wearing Made-to-Measure tuxedos.

And Mrs. Firth herself? Justice was done with her clad in an elegant red, corseted Valentino creation made from recycled PET fabric and the designer’s signature silk.

“The GCC team and Valentino met in Paris to talk fabric and worked hard to find the right balance of materials that would deliver the full Valentino effect and conform to the GCC criteria,” Mrs. Firth wrote on her blog. “The result is a real hybrid dress, the combination of an amazing recycled PET fabric along with the Valentino’s house silk for the beautiful sheer sleeves of the gown.”

“The gown is the picture of elegance that I’ve always dreamed of since I was about ten.  It’s the biggest I’ve worn to date, the ultimate Cinderella dress and I think a triumph of ethics and Valentino’sshowstopping aesthetics - I hope you love it too!”