I've always wanted my offering to have broad appeal and work for a diverse range of women with different lifestyles.

I am not very good at reflecting. I am a complete perfectionist and always thinking to the next thing!

I do think there is a completely different notion to glamour today. I think modern glamour is more effortless, easy, and real. Moreover, I think it's about constantly challenging classical ideas by bringing in unexpected and different elements; for example a long, elegant evening skirt paired with a simple t-shirt on the red carpet. I think this approach is the future.

My label is largely about fabrics; print is definitely not my point of difference!

My roots are very closely tied to the DNA of the brand. Growing up in Serbia where women are unapologetically very feminine, I came to London and realised that I wanted to keep this feminine element but give it a twist and challenge ideas of classical beauty.

I feel like I've gone through stages with the industry; when I first started showing it was during the time of the recession, the economical situation meant fashion was suffering. But now the fashion business is back and booming, and I think it just encourages me to constantly set myself bigger and bigger challenges and reach new goals.

I've always wanted my offering to have broad appeal and work for a diverse range of women with different lifestyles.