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.

OK, Rule number 1: Unless you're served in a frosted glass, never come within 4 feet of my lips.

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.

The main thing [of social media] is it allows us to speak directly with our fans and customers, getting that immediate feedback, that conversation; that's what I love. It means that no matter what we are saying, if it's big or small we have a way of saying it. People connect with that.

The first item I designed for a real person was when I was about 10 and I made my first item of clothing for myself.

Body-con dresses have never been something I've been into.

Always half an hour a day where it's just me and my yoga mat.