My dad is a carpenter, a joiner, and I used to watch him make things. So I always imagined that I'd do something where I made things, too. I was really more interested in architecture growing up because I would work with my dad on houses.

I think we're in a quiet time right now. luxury can be in the fit.

So fashion was, in a way, an accident. But this world opens you up to a lot of different avenues that interested me. I loved the idea of working in different countries. And I loved the idea of construction and working with imagery. But, yes, I fell into fashion a bit by mistake.

It is the clash of two different worlds that makes British-ness unique - we have an aristocratic, noble history, but it is always contrasted with something rebellious.

I love the creative process of the research, development, but I love also when it comes to reality, it has to be an experience. I don't care if it is an experience while you are trying something on, whether you are in a physical place, or whether you are online kind of playing, I love that you can create stories and atmospheres wherever you are.

Obviously, for me, that person has got to have a beauty to them - and it's not always physical beauty. It's important that I love someone's character and that I click with it.