Jenny Packham

It was our belief we should have a customer base and that the catwalk was actually supporting and increasing the business.

I'm certainly not in the business of making anything or anyone seem avant-garde. I make them feel beautiful.

When we first started doing bridal, I found the bridal business very archaic; it was very removed from general fashion.

Research the venue and location before outfit shopping, as it helps set the mood and style focus: a traditional wedding in the countryside offers a different set of sartorial rules to a tropical, beach vibe, for instance.

Wonderbra is such an iconic brand with strong design values and great sense of humour.

It's funny; in fashion, you can never relax and feel like it's all sorted. Every season, you have to give yourself a challenge and come up with something new and fresh.

Our silhouettes are quite classic, and the fit is very flattering. I just try to create something beautiful that complements the wearer.

I'm a big Prada fan. I always think that they seem to fit me well.

When I'm designing, I'm thinking about what it would be like to wear that piece.

I realised as a teenager that I was destined for a creative life and found that fashion design was something I enjoyed and was a potentially successful career path.

If I don't see an emotional response to a dress, then I think something's wrong.

There is such an emotional connection between the bride and her wedding dress, whereas in ready-to-wear you may just be focusing on color or prints for that particular season.