Your aim as a photographer is to get a picture of that person that means something. Portraits aren't fantasies; they need to tell a truth.

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

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.

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.

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

Your aim as a photographer is to get a picture of that person that means something. Portraits aren't fantasies; they need to tell a truth.

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.