I like capturing stuff that is disappearing - that’s the point of photography. What I am photographing is an imaginary place that never existed, but is connected to something that has already been.

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.

Only photograph what you love.

It is very difficult to make the ideas in my head come to life, but what is harder is making them look effortless.

Even the pictures I was doing at college - a little narrative based on a butterfly catcher, or a chimney sweep - the images were always telling stories. They were all scenarios and moods which I storyboarded and worked through - it's exactly what I do now.

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.