It's quite strange in fashion, and it's probably the same with movies and acting - the big choice is between being radical, making a choice that will be more specific that will reach less people but will be very strong and very directional, and making a choice that will be more popular and catch the interest of a large group of people. Sometimes people are trying to push you in one direction or another.

To look deeply into the lawn and see six shades of green - there is hardly that respite for you. And that's our job that we're doing. And it's even more demanding for someone like yourself, who is so extremely creative. But you have to move forward. You cannot just wallow or sit back and take in the accolades. They're wonderful, the accolades, and you appreciate them. But then you go on to the next moment. You have to always be going out to the end of the diving board and diving off.

Fashion, in a way, has become like pop culture today. With all of the communications and the Internet and the designers doing lines with big brands, it's more popular than it's ever been, but everything is all mixed together. It's become like television or music.

Why isn't Tilda Swinton on the covers of tons of magazines? Well, she's not that. It isn't her thing. But I don't know. I think that suddenly a time came when models, after the Linda Evangelista crowd, and Naomi Campbell and Christy Turlington, when the models for me became a bit bland. But I think more than that, the culture changed. The movies, television, music, and all of those things - those people were more visual and therefore more interesting.

People usually forget that fashion designers are not artists, but there is an artistic side that is very strong in my point of view. At the same time, you have to be so organized and so serious. There are two aspects that are quite big contradictions, strangely, in what I'm doing.

I grew up in such a small city, I had to be popular or I'd be dead. So I had to be popular!

For me, I go somewhere for three days, and then I come back and I want to change everything, and so it's a fight with everybody. I'm transforming and convincing. It's more than designing. It's shaking people and trying to give them direction. I'm a bit of a control freak. This is a problem as I get older, and it's something I should work on. I should be more confident - learn to trust people and give them freedom and delegate.