Does that depend on the fashion itself, or does it depend on the attitude around the fashion?

Sometimes it's led by the magazines, sometimes it's led by the fashion of the actual designers, and other times it's led by photography. It just depends, it's a kind of weird mixture of influences. Sometimes somebody will have a great

"There's a whole new aesthetic emerging with the new technology."

idea in the design department, and it will be well received and then lead to a lot of other spinoffs from that. Other times it's like you just have to push the boat out a bit and say, look, how about this way? I think that what happens a lot is that the magazines are very scared, so you have to find magazines that are willing to take risks, or are willing to encourage you to. I was very lucky 3 years ago, that they were in that mood - the pushing the boat out mood. They knew they had to find somebody to make the wheels keep turning. Three years ago I don't think it was a great time for fashion, in industry terms. The message that was coming across was, you don't need these designers, let's go down to the thrift shop. Which is a fair message, but it doesn't help the industry.