I only feel the pressure when we are coming up against a deadline and it's like, actually no we really have to nail this in a week!

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.

I always think of it you know building a business, building a brand, a friend of mine gave me a metaphor for it which I think is really true it's like building coral, you don't see it happening it's just little little little and when you step back you think wow.

I only feel the pressure when we are coming up against a deadline and it's like, actually no we really have to nail this in a week!

The first design I created was a circular skirt for my Barbie when I was 7.

In this [fashion] business you're living in the future a lot of the time.

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.