As more brands emphasize their sustainability initiatives, Livia Firth, wife of Oscar-winning actor Colin Firth, is gaining attention as an eco-celebrity and green fashion icon. She is developing her own brand in collaboration with online select shop Yoox. Her Green Carpet Challenge, which calls for "sustainable dresses for red carpet events," has attracted participation from many designers and luxury brands, including G. Armani, Chanel, YSL, and Tom Ford. Livia Firth has teamed up with Gucci, a subsidiary of the sustainability-focused fashion conglomerate PPR, and the National Wildlife Federation (NWF) to launch a leather line called "Gucci for the Green Carpet Challenge." While fur and leather products have been the subject of constant criticism from activists, this line is "sustainably made" in Brazil without contributing to the destruction of the Amazon rainforest. Each bag comes with a passport that lists the source of the raw leather.