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

Only photograph what you love.

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

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.

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.

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'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.