I feel lucky to love what I do. It doesn't feel like working. I do all the projects I do because I like doing them, whether it's a book or a photo shoot. For me, my work and my life are the same.

I think sometimes you get too caught up in the business side, and you make compromises, and then the brand becomes unexciting. I think in the early stages you have to be bold. You have to define yourself. Everyone wants to understand who you are and why you're here. I think the best brands are forever surprising people.

Great fashion is all about surprise. It should always be about doing something that isn't by the book.

Having your own store is one of the most immediate ways to connect with the customer, to really get to know her and develop a more intimate relationship.

I think it's so important that you understand what you're trying to accomplish, what you're trying to say. Timelessness is never a thing I think about. If you try to make things timeless, you can end up with things that are neither exciting nor timeless. It's sort of like aiming for the middle in a way. At the same time, I never want to have to use the word trendy because it's not really what interests me. That's something that is gone tomorrow.

If clothes can help you see yourself on your best day, why shouldn't every day be that day?

In design I look for something I'm drawn to. I try to look for an immediate connection with something - something I just fall in love with. I feel if people have to explain to you why it's good, it's not so good.