I don't want to sound mystical but sometimes when you take a picture - when the sets are in place - then something takes over and leads you. It's this sense of extraordinary luck and chance. The shoot is blessed and charmed, and you make pictures that you couldn't in your wildest dreams have imagined. That is the magic of photography.

When I was at college, the idea of fashion was more immediate to me, whereas art photography, the depth of it, was a different thing. Storytelling - fanciful storytelling - can only be told through fashion photography. It's the perfect way to play with fantasy and dreams.

Looking back at my earlier pictures, I think that the work is very much coming from the same place. I have gone through a period of challenging myself with a complicated idea to currently challenging myself with the idea of simplicity.

Only photograph what you love.

I'm very particular who I work with. I'm not interested in portraying women with a cliched, generic look. I'm interested in a model who I can take a portrait of.

I've never been in love with fashion, actually; trends and catwalks don't interest me. I love clothes; I love them historically and currently. They represent a spirit of the times and the zeitgeist.

I don’t believe in originality. You take inspiration from whatever moves you and you find your voice in those things.