London Fashion Week launched on Friday with one clear message: ‘Green is Great’. Eco fashion and sustainability advocate Livia Firth, along with colleague Lucy Siegle, launched The Green Cut initiative as part of the festivities. The Green Cut paired together eight fashion designers and eight iconic British films, challenging the designers to create a bespoke, sustainably-produced piece to represent cinema classics like My Fair Lady, Velvet Goldmine and Evergreen. The designs will be on display at Somerset for Fashion Week and will then be showcased in Harrods during October and November. Livia, wife of actor Colin Firth, is also behind The Green Carpet Challenge, a project that encourages A-list celebrities to wear sustainable designs to red carpet events. Livia says she wants to show that eco-friendly fabrics and ethical manufacturing techniques can achieve stunning results!