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I so often heard from women that they saw this beautiful fashion, but it didn't always work for them - whether it was cultural reasons, lifestyle reasons, body type reasons. So it seemed like in my mind there was a gap there, that women really wanted to be able to customize items to fit their needs and their tastes.

Most women I know love the idea of fashion, but the practicalities that go with it are just distressing.

I wish we lived in a world where how you looked or what you wore wasn't an issue for men or women, and it's by and large not an issue for men, so I wish it wasn't an issue for women, but it is.

I'm not that fashion-conscious. A lot of times, when women are appearing to be so perfect, it's because they're a mess underneath.

Even if I wouldn't wear something myself, I think I know how women feel, how women want to look. I can really relate to women, I get on very well with women... Some women don't. I want to empower women, make women feel the best version of themselves.

I'd like to believe that the women who wear my clothes are not dressing for other people, that they're wearing what they like and what suits them. It's not a status thing.

I hope the average woman feels she needs practicality but with a little bit of fantasy. Otherwise, it's just not fashion.

The way I looked when I started modelling - I was a skinny schoolgirl, stuffing tissues into my little 32A bra. I wasn't trying to be that thin; I was perfectly healthy, but still - that look is a total impossibility for women over the age of 20. Fashion has a lot to answer for, doesn't it?

I know that it's a big struggle with a lot of women to dress up - especially now women have been working - because it can be uncomfortable. So it was important to me with my role to make clothes that are slightly more dressed up but easy to wear.

The danger is we're losing sight of what women really want to wear.