Yes it really does. I think British people take fashion much more seriously than any other nation so, moving internationally, were having to produce pieces that are luxurious but slightly more classic, adding a little bit of polish and pulling down the edginess.
How do feel about the term high-street in relation to Whistles?
We tend not to want to be called high street because high street tends to be the much lower priced end of the market and were not. And we dont get any of the advantages of the high street; were not mass market, we cant afford to be on the high street usually, were not fast fashion, we dont cover every trend, we dont have 2000 lines a season, we have an edited collection of clothes that we think are absolutely on trend for a season but are curated in a way that we think is right for our customer. We call ourselves contemporary because thats what the Americans call what we do.
Youve been working in the industry for a long time, how has British fashion changed since you started?
When I started the high street was a pretty grim place, it was all very price driven and you either bought high street or you bought designer. Theres been a democratisation of fashion with people mixing things up and brands have had to up their game at the bottom because otherwise they wouldnt survive. The contemporary piece of the market wasnt there six years ago, it didnt really exist, and now thats becoming stronger and stronger. I think the British are always very good at responding to a challenge or a bit of competition, I think were quite good at reinventing ourselves and coming up with something thats a bit new and exciting. I think its an amazing time to be in fashion I really do.
See the Whistles a/w 2013 collection
Go behind the scenes on this months cover shoot with Katy Perry