When I created our company, the only target I had is to supply joy for the people who like waking up early, while everyone sleeps. It is the time for me and my own thought and dreams. It is a magical feeling when looking at the sunrise with a cup of espresso in your hand. It is the time when I plan how to achieve my dreams and goals.

A girl should be two things: classy and fabulous. I am convinced that there can be luxury in simplicity. I wanted to dress the woman who lives and works, not the woman in a painting. It’s hard to balance everything. It’s always challenging. My relationships with producers or photographers – these are relationships that took years. I can’t get sucked into that celebrity thing, because I think it’s just crass. My aim is to make the poor look rich and the rich look poor. Vanity is the healthiest thing in life. I believe that my clothes can give people a better image of themselves – that it can increase their feelings of confidence and happiness. You can hide so much behind theatrics, and I don’t need to do that any more. I don’t really know how to do casual clothes.