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" I always find the idea of Britishness a bit of a boring old concept, to be honest. That world of Britishness always comes off a bit twee and only about cream teas and that sort of things. "

Giles Deacon

Honest

Old

World

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" I did an art foundation course, and I knew I wanted to do something in a creative field. And fashion just seemed like the most fun. "

" I'm interested in women who have got character and experience and an opinion about things. "

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" Students are up to their eyeballs in loans, and it's going to get even worse. It's going to be hideous, actually. Students are going to be saddled for life. It's going to put a lot of people off going to college, which is a shame. "

" 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. "

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

" I was never one for just sitting in front of the telly. "

" DAKS is a much more restrained silhouette, and there's a real emphasis on daywear, outerwear, and tailoring. It's more stripped-down. "

Giles Deacon

Restrained

Silhouette

" The reason I wanted to work with New Look was that they wanted to stick with one designer and do lots of collections a year. "

" It can be refugees, it can be a pregnant mother, it can be a 15-year-old... homelessness can happen to everybody. "

" One day I'll do a Dorian Gray, and there will be a picture in the attic. I'll look like Helen Daniels from 'Neighbours' after her stroke. "

" The effort you put into anything when you're a designer is 100% because it's all about what you get back out from it. "

" Women I've known have always been quite strong and confident women. Sure, I've got some friends who aren't so overtly confident, or at least don't appear that way. But when you get to know them, they are very much so. "

" Let's be honest: not everybody can afford to buy £5,000 dresses, so the jewellery is a nice of way of getting the Giles product out into the world and introduce it to people not familiar with the label. QVC is a really good partner to help us do that. "

" Single-sex private schools, especially in the middle of nowhere on a bleak hill in County Durham - I don't think they make sense. "

" People don't necessarily realise that there can be just as much work on a quiet jacket as an overblown gown. "

" 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. "

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

" I sometimes sit and draw people on the bus, or some fantasy hybrid animal. You know, wherever the hand will lead. "

" For me, green is more about cycling than recycling. "

Giles Deacon

Cycling

" I love London. Wherever I've lived, I've always had my flat here. "

" I believe in the democracy of design. "

" Animals. They're nice, aren't they? They're good things, animals. "

" I can be very modern and experimental. "

" I go to L.A. three or four times a year. It's great for research. "

Giles Deacon

Year

Three

" You take it very seriously when you start any project, but not everything in life ends up where you think it's going to be. "

" I go to contemporary galleries all around the world when I can. There's always something historical and something contemporary; those are my rock references. "

Giles Deacon

I Can

World