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 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!

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.

What I like about eyewear is that it can work with a lot of different looks. You can wear it with a Balenciaga dress, or something that is straight and very quirky.

Always take one last look in a full-length mirror before leaving the house.

I always like the current one [collection] the most, that's just my nature!

We are so excited for what's next. I think that's what I love most about it, the energy and the excitement that comes from that.