Designer and director Hasan Hejazi started the brand in 2010 when his first graduate collection was stocked at Harrods catapulting the Manchester-born, half English, half Jordanian designer straight from the London College of Fashion into the global style league. The success of the brand continued with dressing celebrities such as Rita Ora, Kylie Minogue and Cheryl Fernandes-Versini. We’ve caught up with Hasan to pick his brain about his work and life.

What made you go into fashion?
Naturally from an early age I was always very interested in what women were wearing and their individual characters so when I decided what to do after studying I knew it had to be something creative as I loved painting to. Through my art studies I developed all my skills and fashion was the area I was most passionate about. Next I did my degree and masters in Fashion design and started from there.

Describe your creative process.
The majority of the the time I start with fabric and colour ideas and then I develop silhouettes and design detailing from there. The collection constantly changes throughout the whole process and sometimes it ends up being completely different from how you originally envisaged it.

What’s the most challenging part of your work?
The most challenging part of my business is trying to ensure that there is a equal mix of creativity and commerciality. Having to think about art as a business and if my ideas are wearable does sometimes hold me back when designing which is difficult.

What is the most memorable positive experience in your career? There have been so many great things that I have experienced in my career so far that it is difficult to pick one, therefore I am going to pick 3. Firstly was having my collection sold in Harrods straight after graduating, secondly having my first celebrity client which was Kylie Minogue and thirdly I loved having my own big catwalk show in Dubai last year.

Who do you look up to?
I look up to and admire many different people from the world of fashion, music, art and my own friends and family.

What do you think of fashion in the Arab (Gulf) region?
I am so amazed by how quickly the fashion world has evolved in the arab regions, there is a great sense of style and chicness but also colour and innovation. Arab ladies definitely know how to wear clothes and it is always a great pleasure to dress them.

What are the three principles you live by?
Love, have fun and be patient.