Of course, there's some you think, well I wouldn't let them in the door, but there's not many. It's very important to know that it's a mutual thing, that there is respect and a form of teamwork. With quite a few of them it can be traumatic, but there are moments in here when they do extraordinary things with their designs. There are things of beauty I get to see in this office.

Students may feel the criticism is harsh, but I think it's possible they haven't had criticism before. It's my job to point out when something is badly done, or when there's no point of view. To build a brand you have to have something about you. If not personality, then some thought process. I'm 40, and they're young, so they're meant to be informing me. They should be bringing me a book or something that I haven't seen, not like some obscure chant book by Dominican monks, but an image of the way they see the world.

Oh, they've been putting in the long hours ... But is that because they don't have the skills, and everything takes twice as long? Or do they put in these hours to avoid what they should be doing ... which is stopping and binning a lot of [their work]?

Students sometimes turn up at my course and they look a bit like they're going to Bali with only Wellingtons and a map, and they never leave their hotel room because they didn't think to bring a bikini. I'm full of bizarre analogies like that.

Are there a lot of designers that matter? The industry hasn’t got a litmus test any more. The whole thing has imploded. Watch it die, like the banking industry

Many students don't really like it (fashion). If they don't like it, they won't be able to tell you who the stylists are or the photographers. If they say they can't remember the names but they recognize the work, I'll say that's bullshit because if you were selling mobile phones, you'd know all about the phones' features and tariffs.

I had an argument with my students on why they want to present their work in an iBook, it's like your sister who has no design training, put on some outfits in the bedroom, took some pictures, sent them to Apple and after paying 40 quid, you have a portfolio! I can't believe it.