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I've always been drawn to the American style in the late '50s and '60s.

My favourite eras for styles are still the 70s and 40s, and there will be a few iconic pieces to build the wardrobe around, like there were at Chloe, but I want there to be a feel of mix-and-match.

Nothing was a style first. Everything started as an idea. A guy did something with an idea. Someone copied him. Some copied all of them and it became trendy and then it became a style.

Style has always been very important to us. We grew up in the '70s. Music was glam rock, punk rock and a very stylish movement.

Fashion is not just about trends. It's about political history. You can trace it from the ancient Romans to probably until the '80s, and you can see defining moments that were due either to revolutions or changes in politics.

Style is timeless. It transcends generations - it's enduring. If you're thinking about fashion, it's of the moment. And that doesn't mean that it's not important at times to embrace trends and that type of thing, but style is less about trends than it is about how you carry yourself.

If you look back in history of the women who are most memorable and most stylish, they were never the followers of fashion. They were the ones who were unique in their style, breakers of the rules. They were authentic, genuine, original. They were not following the trends.

Style has replaced elegance. Before, I believed that style is something a person embodied. But now it's so easy to buy good style if you have the money.

Style is the most valuable asset of the modern artist. That's probably why so many styles are reported lost or stolen each year.

Just as you can identify eras of fashion by glancing at a piece of vintage clothing, logos create and follow trends over time.