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.

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.

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.

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.

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