If Lily Cole has her way, the Hollywood red carpet will one day be flooded with fashion that has been previously enjoyed.
The 24-year-old model/actress has become the latest celebrity to join Livia Firth's Green Carpet Challenge by choosing to attend film premieres in gowns she's had for years.
"It felt more authentic," she told Vogue of re-using her outfits for a recent premiere. "The reason it happened was that I felt it was absurd that I needed something new when I have so many nice dresses in my wardrobe. It was actually quite a relief to open my wardrobe and just pick something out. What is ridiculous is that this is interpreted as a slightly radical thought. It should be more the norm."
Cole joins other celebrities this year like Meryl Streep, Cameron Diaz and Julianne Moore in answering Livia Firth's call for more sustainable fashion on the red carpet. The "Snow White and the Huntsman" actress says the psychology of the fashion world is in need of change when it comes to re-using outfits.
"Without sounding too antagonistic, it is a symptom of the machine that is commerce and publicity and some magazines and systems of promotion that make it slightly more challenging," she tells the magazine. "That's why the Green Carpet Challenge is a challenge in a way. Because I think individuals, whether it's people reading magazines or people standing by the side of the red carpet, they look at the dress and think whether it does or doesn't look nice. They don't base that decision on anything else, such as whether you've worn it before."
She adds: "I do really believe that if you buy something, you should like it enough that you're going to be able to wear it out and in five years' time. I'm not a huge fan of trends."