How do you stand out as a fashion ad campaign? By using people off the street it does generate buzz.

I like the dream, like fantasy dresses. Women can dream at 9 in the morning and at 10 o’clock at night, it doesn’t matter. I think it is also important for me to make it pragmatic and practical and wearable. I always say, 'If you can’t eat it, it’s not food, and if you can’t wear it, it’s not fashion, it is something else.'

I want to know where is that committee in Switzerland that sits to decide what is in and what is out. I don't listen to the formula makers. I think maybe I have a selective hearing disorder.

Why not touch things that we hate and turn them upside down and inside out?

What I love in fashion is to tell a story through a creation.

Fashion is not always about what's new, it's also about what's good. And I think if you need to see what's good, you have to be there.

With fashion, I barely finish one collection before I must start another.