Giles Deacon

We want to be the go-to business for super-special daywear and eveningwear, to focus on what we are known for and what our customers want from us. ”

People are always saying, 'You use irony,' and it's like, actually, we don't use irony: we use wit and playfulness and irreverence. ”

Just because something is less expensive shouldn't mean it is less well designed. ”

A healthy body really does make for a healthy mind. ”

It's important to offer well-thought-out pieces at lower prices. ”

People often think that the world fashion is so full of a certain pretense that it can't just be about going for something because it suits you and looks great, and it's nicely cut and is made of beautiful fabric. You know, if it has a bit of lightness and playfulness to it, then I think people just respond to that really well. ”

I try to exercise three to four times a week. ”

With couture, you're going right to the consumer, and that's something we learned from doing trunk shows. You're meeting the client; you're finding out what they like and what they don't like. You've really got your customer there in front of you, so you know what works and what doesn't. ”

Due to the hectic, non-stop nature of my work, I'm always using my BlackBerry to stay in touch with my studio, wherever I am. ”

I liked natural history. I liked the outdoors. And I found the sea quite interesting. ”