If you ask anyone why they are driven, it’s not just money, it’s not just a need to prove themselves, it’s a combination of things, and for us if we can get women to look at themselves in terms of shape, not size, if Suze and I achieve that as our little gravestone thing, then that would be a fucking big achievement.

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The problem is that women try to dress like celebrities whose shape they just don't have. When you emulate someone else's dress sense with a different body shape it just doesn't work. And when you look bad, your confidence dips. Our advice is to go shopping armed with our body shape rules.

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Having an interest in clothes is a sign of vanity and English men don't like to be seen to be vain. That's what is so fantastic about this format, it gives men permission to take an interest in clothes and their appearance. And as a result their self-esteem goes up.