My roots are very closely tied to the DNA of the brand. Growing up in Serbia where women are unapologetically very feminine, I came to London and realised that I wanted to keep this feminine element but give it a twist and challenge ideas of classical beauty.

I am not very good at reflecting. I am a complete perfectionist and always thinking to the next thing!

I feel like I've gone through stages with the industry when I first started showing it was during the time of the recession, the economical situation meant fashion was suffering. But now the fashion business is back and booming, and I think it just encourages me to constantly set myself bigger and bigger challenges and reach new goals.

My label is largely about fabrics print is definitely not my point of difference!

I think the main thing over time is that you gain confidence and are able to tell your story better and stronger.

I've always wanted my offering to have broad appeal and work for a diverse range of women with different lifestyles.