You have to look inside yourself and you have to say, well, what am I about? Why does anyone need this? Why does anyone need a ‘Tom Ford’ jacket? What do I believe in?
People always ask me how I start a collection, and I tell them that I just look around. What am I tired of? What am I in the mood for? Real fashion change comes from real changes in real life. Everything else is just decoration.
I want to make beautiful clothes for women and men who appreciate detail and quality. The product must be the best but this is almost secondary to the service the customer will receive.
The Gucci woman – you know what she’s after. The Saint Laurent woman – she’s going to torture you a little bit. You might have sex, but she will drip a little hot wax on you first.
I suppose, yes, I’ve been guilty of provocation but it’s also just common sense marketing – put a bottle of scent in a woman’s cleavage, or between her thighs – and men will notice.
I understand that I have a certain look that can be used to my advantage. I know the power of that when I walk into a room and talk to people, and I can use it as an advertising tool. Now I am actually selling me, my face, my thoughts. So I am my guy.
