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

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?'

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.

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 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.

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