I love fashion, I love architecture and I love image making so if I can, I would put all these three in one pot.

I love the creative process of the research, development, but I love also when it comes to reality, it has to be an experience. I don't care if it is an experience while you are trying something on, whether you are in a physical place, or whether you are online kind of playing, I love that you can create stories and atmospheres wherever you are.

So fashion was, in a way, an accident. But this world opens you up to a lot of different avenues that interested me. I loved the idea of working in different countries. And I loved the idea of construction and working with imagery. But, yes, I fell into fashion a bit by mistake.

It's really important to be disruptive and do things that actually are kind of a little scary and bold.

Burberry is now as much a media-content company as we are a design company...

Obviously, for me, that person has got to have a beauty to them - and it's not always physical beauty. It's important that I love someone's character and that I click with it.

I love the fact that I work with everything that has to do with the brand, the product, the environment, the online, the architecture, the web design, because I am somebody that loves making things, making experiences, creating things that people love to engage with.