Livia Firth: Green Is Great For Fashion Week Designers Colin Firth's film producer wife Livia challenges eight designers to combine cinema, fashion and sustainability in their work. (SKY NEWS)

By Lucy Cotter, Arts & Entertainment Correspondent

Fashion week launched in London with a message - green is great - and the woman who has made it her mission to spread the word is Livia Firth.

Livia, the wife of Colin Firth, has been extolling the benefits of eco-fashion for the last few years.

She and her journalist friend Lucy Siegle are the brains behind the Green Carpet Challenge.

This saw Livia wearing sustainable designs to star-studded events while her husband was in the running for an Oscar for both A Single Man and The King's Speech.

She also managed to persuade a host of A-listers including Meryl Streep, Julianne Moore and Cameron Diaz to do the same.

Her latest initiative is The Green Cut which celebrates the best of fashion, film and sustainability, bringing together the British Fashion Council and the British Film Institute for the first time.

She worked with American Express and eight fashion designers, each of whom used a classic film as the inspiration for their design.

Livia told Sky News the success of her eco-project had exceeded all her expectations.

READ MORE: http://news.sky.com/story/985307/green-is-great-for-fashion-week-designers