Some say that fashion hasn't changed very much over the last 20 years, much less than the difference between, say 1990 and 1970, or between 1970 and 1950. But one thing that is happening is a swing towards green. Future trends forecasters think that eco-sustainability will be the name of the game in the future. For Livia Giuggioli Firth on the red carpet at the Golden Globes 2012, Giorgio Armani created a gown made from a fabric manufactured from recycled plastic bottles. The fabric is named 100% Newlife, and it is produced in Cuneo, Italy. Other brands who are already working in this direction include Chanel, Tom Ford, Gucci, Stella McCartney, Paul Smith, Valentino, Yves Saint Laurent, Lanvin, Roger Vivier and Ermenegildo Zegna.
The green theme was discussed in Milan on 27 March 2012 at a conference involving Livia Giuggioli Firth, Francesco Morace from Future Concept Lab, Elio Fiorucci and other important players in the fashion field.