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.

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.

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

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

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.

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.