Dame Vivienne Westwood [Photo/Agencies]

The esteemed British designer recently experienced huge success in her expansion to China and the United States, but is now putting further business plans on hold so she can work on helping the environment and improving the sustainability of her company.

She said: "I have decided not to expand any more. In fact I want to do the opposite, I am now more interested in quality rather than quantity ... I am now trying to make my own business more efficient and self-sustaining."

The 72-year-old fashion legend is currently launching a photo-campaign to promote the charity Greenpeace's 'Save the Arctic' effort, which is also backed by George Clooney, Coldplay frontman Chris Martin and Paloma Faith, and she believes having famous supporters really helps.

She told the Observer: "Public opinion is very responsive to celebrity. The first thing I tend to do is ask them for a small amount of money, something that means nothing to them. Then they feel involved, rather than as if they are just doing me a favour."

Vivienne also believes that high-end designers sometimes come under fire unfairly.

She added: "I also believe that if everyone wore just a few beautiful things, there would not be such a climate change problem. In my view it is worse for someone to come out of a shop with an armful of new T-shirts made in a sweatshop, than it is for a rich lady to buy one beautiful dress."