Meet Samata: the CEO of Red Carpet Green Dress™

It’s no secret that fashion is one of the most polluting industries in the world. And too often, we limit green or sustainable fashion conversations to organic cottons and vegan leather made from mushrooms and cactuses. The aforementioned shifts have made tremendous change. But the current global pandemic has taught us that when something happens in one corner of the world, it has the potential to affect other areas as well. As the level of consciousness increases in Hollywood, I wanted to speak with someone who is (and has been) a driving force in pushing forward all aspects of the sustainability in fashion movement - from the design concept to the red carpets. 

Samata is the CEO of sustainable Oscars® design campaign Red Carpet Green Dress™ (RCGD), showcasing sustainable fashion on the red carpet at the Oscars every year. Together with RCGB Founder Suzy Amis Cameron, their goal is to draw attention to the importance of more sustainable practices in fashion and be part of bringing those solutions to the global market. Here’s our incredible conversation.

As you know, this year's EMMY awards ceremony will be virtual. However, industry players are asked to dress to impress with luxury pajamas as an option. What sustainable designers would you suggest to celebrities and their stylists looking to make a green statement  - especially ones looking to make the statement in the PJs? 

Yes, I hear and this really reflects a new normal. To be honest, the most sustainable items are the ones you already own! Outside of that, I love Violet and Wren, they are really elevated levels of beautiful pieces made from the best quality silks, very unique, and featuring cool details like hand-painted prints. They are designed and created in England. For more casual wear, go to Ruby Love or Beaumont Organic for really comfortable loungewear perfect for sleeping in. I personally love Merci Me for my red carpets, and Laura Basci. 

For the past decade, RCGD has been a fundamental piece of Hollywood's biggest nights. Can you share who you’re dressing this season? 

We can’t share that just yet, as we don’t announce our talent until closer to the Oscars in April. I can share that I am focused on choosing talent that showed up for their communities or for others in some way through this brutal year. COVID has flattened the idea of untouchability. It did not discriminate and in a way stripped away the whole idea of VIPs. Everyone was affected in one way or another and that has been uniting. It has also illuminated the celebrities who really are connected with what the world is going through on a human level and stepped up to do good. I think this will shape the ambassadors that companies like RCGD collaborate with each year (not just on the red carpet but for other projects) and look to support.

Are there any other plans to tie-in sustainable messaging during upcoming awards ceremonies? 

I know that red carpet season will have a much bigger focus on meaning. We have been through a global trauma, and on the other side of this we have to be looking at more meaning in everything we do. This time has showcased the importance of community - the whole stay-at-home direction has shown why acting as a community and considering our neighbours is so very important. What we do impacts other people and sustainability is exactly about that - the fact that how we live affects communities, nature and the environment. 

Designer selections for our campaign will focus on the brands who stepped up during this time and were socially responsible - who provided support to those vulnerable and in need, talent selections will focus on those who used their platforms to bring a spotlight to help, to be a voice of reason or compassion. 

Sustainability this year got the biggest emphasis on the people element than it has ever had - social justice and intersectional environmentalism has been front and centre. So what we want is that through the gowns or tuxedos we create, we tell a story about people, and the impact through that lens. Whether it's spotlighting independent fashion brands that have weathered the storm and making sure we are talking about supporting brands that are independent on that carpet, or whether its shouting out organisations we want to support - I anticipate quite a few pins on the red carpet at the next awards season. Beyond the carpet, we need to talk about impact, and how even the events we hold can be more eco-conscious. There is work being done and more to do.

I agree with you. Out of the past RCGD looks (mens and womens), which are your favorite or most memorable?

That’s a great question. I really LOVED I also loved Lakeith Stanfield’s look, it was such a rich shade of blue and the Tussah silk was really impeccable in texture. Ermenegildo Zegna Couture to support the campaign made from a navy Tussah Silk. Typically gathered in the jungle from cocoons of wild silk moths, the silk is found in a natural state with minimal human intervention and very little invasion to the process. For this reason, unlike a silk yarn produced with greater mechanical interventions, the yarn of Tussah silk features irregularities creating a rich texture, typical of wild, natural breeding.The philosophy behind it was powerful and he brought a fresh voice to the conversation. I also LOVED Lea Seydoux in Louis Vuitton, plus it was our own textile too!

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What's the process for celebrity stylists and designers who would like to work with RCGD? 

There are so many ways we approach this, but it’s always in partnership with the Academy around talent. In most cases the talent I select has a team they work with who join in conversations about how they can style the look sustainably and work with the gown and tuxedo that has been designed. If not, I will seek out stylists. For the designers, we have a great network of designers and it’s very organic how we choose the best fit for respective talents. We want to work with talents and designers that represent the world we live in. Right now it feels that there is very much a certain group of the population is telling the rest of the world how to be sustainable, what sustainability is and that is setting that dynamic is completely wrong. We have worked with talents representing 21 countries and counting and that’s crucial to me as those voices speak to the globe more, they reach different ears.

One of the things you've challenged me to do is to look for the cultural significance in sustainable fashion. For me growing up, we hung clothes out on a line to dry, vintage shopping has always been a staple and hand-me-downs were a right of passage. As we go into a post-pandemic "new normal," what are some of the culturally significant trends you're seeing in sustainable fashion? 

This is incredible to hear! I really believe in this. One of the trends I believe we will see is towards a more global and cultural definition of sustainability and henceforth, an acknowledgement of what sustainability means around the world. Less centering the conversation in the West or in Europe or in America as if these places define sustainability. Fashion touches every corner of the globe, but it has for a long time become prosperous through appropriation. 

I want to see the trend where we recognise, honour and pay homage to the root. To be talking about how the culture of a designer influenced their sustainability is really intriguing, taking into account their background, how they grew up, what their family’s approach to clothing was (looking after it, personalising it, any of those things)

With this I think we see more designers embracing their heritage in their stories and being more forthcoming. Until this point, I feel fashion has done a great job of shaming people out of the dialogue or of getting away with appropriation. There is a shift happening now and it’s going to be totally unacceptable to do this going forwards, the vocal culture-proud designers and consumers are running the show!

Last, but not least, when can we expect the winners to be announced for the eco-couture design with TENCEL (TM) Luxe?-- 

Early September! I am really looking forward to sharing and meeting them!