It’s as simple as I have seen the time 22:22 every night since about 2007. However, how often I saw it led me to research it: 22 in numerology means “the master builder” and is often linked with creativity. Obviously, it was fate.

I read once that there are 8000 fashion graduates a YEAR in the UK! It’s basically impossible to be paid for your skills.

I think more laws are slowly being introduced. For example, I don’t think UK high-brow brands now allow graduates to intern for more than 3 weeks – although others, of course, do. Yes, my time interning was incredible and I learnt all that I could, but at the same it can be incredibly demoralising. You’re the most tired you’ve ever been because you’re also working full-time in a bar, etc. You spend a lot of time asking yourself whether you’re not being paid because you’re just not good enough to be. That being said, I can’t see the culture changing anytime soon – it’s a rite of passage and, with that many graduates a year all being sold the dream of working in high-fashion, if one girl won’t do it, another one will.

I think there’s definitely a burgeoning culture in Leeds. I’d like to think Leeds College of Art –where I studied– and its alumni is responsible for a lot of it! But I know over the past few years independent studios such as Duke Studios has really taken off. The space is great and of course, it’s cheaper than London. I’d love to see Leeds’ artistic hub become even bigger.

(Laughs) Incredibly, there are many similarities between the people in each. Both the Parisians and the Yorkshire-folk have a strong sense of identity and are very stuck in their ways!

Being a small business I can admit to being anxious about shipping, importing and exporting fees changing. I’d like to be able to offer my customers perpetual free postage. As a small business, it’s things like this I’d rely on to forge relationships with women buying clothes from 22:22 – I hope this doesn’t change!

I think it’s been since we have embraced “feminism.” It used to be an ugly word that even women wouldn’t use. For example, I once heard my female friend say, “it’s not like I’m a feminist, or anything…” She’s since changed her tune, and it’s this upsurge of awareness of equality that I think has influenced other women to stop being shy about interpreting their bodies and femininity differently – to start dressing for themselves and not the gaze.

That would be down to the cut of the clothes. There’s lots of straight lines in Collection No. 1, but it still shows off the body and its curves: romantic and sensual, but straight and over-sized. I intended it to be the perfect juxtaposition, and I hope that it is.

She’s intelligent, feminine, and strong. Her outlook is both romantic and pragmatic. She dresses up for herself, not others.

It came from being one of those girls. I’m picky about finding an alternative to the high-street: somewhere I can spend a little more in order to find staple, intimate clothing. Intimate in the sense that I have a relationship with the brand I’m buying from. Yes, I can describe this woman as being modern and discerning, which I have done on my website, but I want there to be an informality to 22:22, too. I want people to know that I am aware of being pretentious by using certain jargon – 22:22 is for the real modern woman!