British fashion designer and journalist
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Ultimately, what we're doing is giving people confidence. We're probably the only people who have an opinion, who care how ordinary people dress. No one at Vogue magazine gives a shit. They work with the designers, it's more creative and artistic — they are creating something beautiful. But they don't care about how their readers end up looking — whereas we do!
We've created a range of clothing which is almost like a prescription from the doctor. Our clothes do the same thing. If you're not happy with your bum, then there's a coat that's going to hide it. If you want to create a waist, there's a dress that's going to do that for you too. We've designed it very much around the female body."