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" I don't believe in a recipe for success. You have to work hard; you may not always get it right - you have to bounce back from situations, and you have to be really focused and determined. It's important to have fun as well. Work shouldn't be a torture. "

Giles Deacon

Work

Have Fun

Success

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" I can never really comment on rumours. "

" 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 do like designing clothes that are - not exactly lofty but intellectual in their sexiness. "

Giles Deacon

Intellectual

Clothes

" 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. "

" We design for a whole range of ages and body types, and we always have done. What's great about us is that the common thing that they all like is an accessible eccentricity of an accessible flamboyance, and I think the super thing about that, it isn't age-specific: you're not only dressing 25-year-olds; we're dressing women from 25 to 65+. "

" People are often a bit more adventurous with swimming costume prints; they like the idea of something a bit more jolly. "

Giles Deacon

Costume

" 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

" I didn't set out wanting to be a fashion designer from the age of 3. It wasn't that kind of dream. "

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

" I am really looking forward to walking past people on the street wearing my clothes and know I am designing for an everyday woman. "

" 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. "

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

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

" 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. "

" My designs are slightly subversive in their way; it can be in the cut or the colour, but they're always obtainable: they're not so difficult that a 40-year-old woman wanting to go to a cocktail party looking foxy and a little bit different in something well-made would be alienated by them. "

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

" I like to have a swim in the morning, a great way to start the day. "

" The natural world is a source of inspiration. "

" The customer who likes to be noticed is important to us. "

" If you've invested money in buying a piece, you don't want it to just disintegrate. We all have that first wash anxiety, when that great t-shirt you've just bought shrinks away to nothing. "

" My mother was a housewife. My father worked in the agriculture business, but they were very encouraging about everything. When I said I wanted to do art, they were very supportive. "

" I have an art-school background, not a fashion background where it's like, 'Oh, we're going on holiday to Miami.' "

Giles Deacon

Holiday

" That era of designers being away with the fairies is gone... You've got to live in the real world. "

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

" Anyone looking for a black cashmere sweater isn't going to come to me. "

Giles Deacon

Going

Black

" I don't really see the point in planning to show off-schedule. I think it's things like showing on-schedule that helps London be organised as it is. "

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

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

" I've always drawn a lot. I like the idea of turning a 2-D sketch into a 3-D thing very quickly. And clothing is really good for that. "