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.

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

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.

The point of fashion is that you take the picture you want. And fashion is the only photography that allows fantasy, and I'm a fantasist.

I know the world that I am painting is not a reality. It is a whim, an entertainment to provoke something in people, whether as escapism or relief. I think that is very valid.

You have to raise the bar. Give yourself a challenge. Ask yourself, 'How can one make the impossible materialise?'

Fantasy isn't something I put into the pictures; I don't try and inject them with a sense of play. But it's about being an honest photographer; a photograph is as much of a mirror of the photographer as it is the subject.