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C California Style

Roll Out the Green Carpet

by C California Style

Armarium Partners With Eco-Age on a Sustainability-Driven Pop-Up in L.A. This Awards Season

This awards season, luxury rental platform Armarium has stepped up to the challenge — the Green Carpet Challenge, that is. Furthering its role as an advocate for sustainable fashion and jewelry, the e-tailer debuted a Los Angeles pop-up shop in collaboration with Eco-Age, film producer Livia Firth’s London-based consultancy dedicated to environmental and social responsibility. Firth (whose husband is actor Colin Firth) and the agency’s 9-year-old Green Carpet Challenge initiative, supported by Meryl Streep, Emily Blunt, Viola Davis, Bradley Cooper and other A-listers, aim to turn the red carpet into a stage for ethical and environmentally conscious fashion. The partnership with Armarium, whose commitment to the sharing economy helps combat the millions of dollars’ worth of clothes that are dumped in landfills annually, will allow for easy access to eco-friendly high fashion just in time for the Oscars.

The Armarium Pop Up on Melrose Avenue (open through February 25) is a one-stop shop for the red carpet-bound, offering rentable off-the-runway gowns and contemporary eveningwear by designers like Marni and Ronald van der Kemp; one-on-one consultations with Armarium’s on-hand stylists, such as Erin Walsh, who has worked with the likes of Sarah Jessica Parker and Kerry Washington for the red carpet, and Micaela Erlanger, whose clients include Lupita Nyong’o and Blake Lively; beauty services by Glamsquad; and more. 8406 Melrose Ave., L.A., armarium.com.

Written by ANUSH J. BENLIYAN.