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.

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.

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

I've never been in love with fashion, actually; trends and catwalks don't interest me. I love clothes; I love them historically and currently. They represent a spirit of the times and the zeitgeist.

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.

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.