Even when I'm writing in character I'm normally still writing about things I know or things that have happened to me or using that character to start an exploration of my own consciousness. Really though, any character that you can examine is just an examination of a part of your own consciousness.

I'm a gastronome first and foremost. I have several bookshelves in my home full of cookbooks, foodie magazines and food writer books and I am always on the hunt for a great recipe or local foodie haunt to try.

Fashion is about having a point of view, a taste and a personality. For us we always felt we could apply our DNA really to anything but you have to do it if it's true to you, feels authentic. It has to be real.

There are a lot of things about my career now that are as I imagined, hoped for and worked towards.

We grew up with social media. There was no iPhone when we started! I love technology; I love what it does to my life. What I really love about social media and the Internet is that it has shifted the power it has democratised everything.

I don't know if I'm all that famous. When I first started my idea of what a career in fashion would look like is very different to the reality now.

The overall concept comes first and then that informs the product, the shoot and how we communicate it. Everything comes back to the concept. It all gets thought about at the same time.