I seem to always start a collection by designing outerwear and jackets.
The industry's changed so much that you can't just design something, put on a great show, and say, 'Okay, my job is done.'
Designing a product and understanding how it filters through into the market and into the rest of the company is very important to me.
If you're designing out of a purely creative place, not thinking of the girl, then the consumer's not going to take notice.
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