Livia Firth

Livia Firth talking to the garment workers and change makers in Northern Bangladesh, 2008
Livia talking to the garment workers and change makers in Northern Bangladesh, 2008

On the web

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Livia Giuggioli

Italian-born activist and ethical consumer champion Livia Firth has long been a supporter of Oxfam.  

In 2008, she traveled to Bangladesh with Oxfam to meet garment workers and find out about their working conditions, and to find out about ‘We Can’ - a grassroots campaign to end violence against women and challenge the pervading attitude of acceptance. In 2011, she visited education projects in Zambia, where Oxfam is helping some of the poorest children, many of them AIDS orphans, to get a good education.

Livia is an active member of The Circle, a partnership of influential women who use their networks, skills and resources to help Oxfam empower vulnerable women and tackle poverty. Through The Circle, Livia has been involved in a wide range of fundraising, campaigning and awareness-raising activities, from The Oxfam Curiosity Shop at Selfridges to the Green Scarves social media campaign in support of women in Afghanistan. She has also helped launch and promote The Circle in her native Italy.

Passionate about green issues, gender issues and human rights, Livia focuses on inspiring and supporting designers to embrace ethical production through her work with and Eco Consultancy. She is also the founder of The Green Carpet Challenge, a dynamic project which pairs glamour and ethics to raise the profile of sustainable style at the world’s most high-profile red carpet events. Livia has persuaded many A-list actors to join the Green Carpet Challenge and wear sustainable pieces on the red carpet, including Cameron Diaz, Michael Fassbender, Meryl Streep, Lily Cole, Emily Blunt and Viola Davis. Livia also recently launched her own fashion collection of ethical and sustainable pieces. Called Livia Firth Designs (LFD), they’re available exclusively on

Livia regularly supports Oxfam fundraising auctions: donating the jewellery she wore to the 2011 Oscar Ceremony - which was made from the world's first Fairtrade and ecologically certified gold - to an auction at Selfridges in London; the jewellery she wore to the 2011 BAFTA’s to a fundraising auction in Dubai; and several dresses from her ‘Green Carpet Challenge’ to on-line auctions.  Livia and her Oscar-winning actor husband Colin have also hosted a number of fundraising events for Oxfam.

Livia describes herself as a ‘professional agitator’. She has boundless drive and determination, strong social and ethical convictions, and a hands-on approach to supporting Oxfam’s work tackling poverty and injustice worldwide.