RCGD Global: The woman-led organisation promoting ‘green’ fashion on the red carpet

Recently launching their new Greening the Red Carpet: The RCGD Global Framework & Sustainable Style Guide, it’s a free and interactive guide designed to encourage people to make more conscious choices on the red carpet (and beyond). Divided into 13 sections, it’s a comprehensive resource that delivers an insightful, informative and accessible glimpse into the many ways the global apparel industry – from celebrities and stylists to brands and communities – can participate both on the red carpet and in their day-to-day routines. 

We caught up with CEO of the company Samata Pattinson who explained the inspiration behind the initiative and why sustainable fashion is so important – especially in Hollywood. 

“Greening the Red Carpet: The RCGD Global Framework & Sustainable Style Guide is an insightful, informative and accessible glimpse into the many ways the global apparel industry, from citizens and stylists to brands and communities, can participate in making more sustainable decisions. 

It is the result of more than two years of work, and we are extremely proud of it, as it compiles all the research and knowledge we have gained in this time. The Style Guide is free and interactive with the aim to encourage and help citizens make more conscious choices for the red carpet and beyond. In order to provide a call to action, we have partnered and presented the Style Guide with Glamhive, an end-to-end online platform providing personalised styling services worldwide. This means that Glamhive’s network of stylists will receive a copy of the guide to read and share with their clients, reaching a wider audience and encouraging more conscious style choices in red carpet culture. 

We are conscious that fashion, like any type of consumption and use of resources, cannot be fully sustainable and that there is still much research to be done. However, at RCGD Global, we believe small steps can make a big difference. With the guide, we are giving readers tangible actions to take, whether they are dressing for the red carpet or any other occasion. 

It is the focus on solutions rather than problems that make the style guide unique and key for the industry. RCGD Global was born from the desire to offer more sustainable choices on the red carpet in front of a lack of options and has kept this solution-driven approach to today. Now, with the style guide, we want to give people the tools to be more conscious of their style choices and to help ensure that they match up with their own personal efforts to be more sustainable. 

People often ask us why we focus on the red carpet when most of the population never gets to experience it, but, to us, it has been a core part from the beginning and makes sense from a scoping point of view. Red carpets have a huge influence on our style and shopping choices without us even realising it. The film industry is a big part of our culture, especially with the prevalence of celebrity style on the internet and social media. Therefore, we think it is a great platform to give visibility to sustainability in the fashion industry and promote change. We know that working with the right influencers is the most powerful way to spread a message today, and we still believe that although Hollywood might be one of the oldest industries, it is still the most influential. That is why our relationship with the Academy is so crucial. It all started in 2011 with our Red Carpet Green Dress initiative at the Oscars and became an official partnership at the beginning of November after the inaugural dinner in Los Angeles launching a series of Sustainability Evenings that will spotlight engaging topics and support communities and organisations driving powerful change. 

2023 will be a year full of enriching collaborations and stellar moments for us. The Style Guide is a new path for RCGD Global that makes us really proud, but it’s just the beginning!”

Passionate about promoting the circular economy, Samata Pattinson has worked tirelessly to bring sustainability to the forefront of conversation and action within the global apparel industry – collaborating and connecting with creatives all around the world from Ghana to Nigeria, Italy and New Zealand. Working with established brands such as Louis Vuitton, Armani, and Vivienne Westwood, alongside small independent designers such as Ghanaian-born Michael Badger, the RCGD campaign celebrated its 12th year of activism in 2022.