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NATURAL LOOK 20 years in print photography by H ILL AN D AUBREY 60 Q. What inspires you? A. 'My constant source of inspiration is nature. The translucent, delicate patterns on butterflies have become an important reference for me. 'Jade Jagger gave me some butterflies she painted back in 1997, which started my fascination with them. I still have them hanging in my lounge. 'I'm drawn to exotic, sun-drenched places, too. Whether you're in Bali or Costa Rica - the hotter the country, the more expressive the people are with colour.' Q. How has the industry changed over the past 20 years? A. 'We're touching on a seismic shift, because we were always reliant on the press BALANCE September 2016 and buyers, but after 20 years it was a precarious position to be in. So we decided to flip things and take back control. Two years ago, we stopped showing at London Fashion Week and started doing things in a new way that recognised the impact of social media.' Q. Your business is solely online now - is that right? A. 'Yes, my website is my world. I wanted to put everything on there to reflect this 360° lifestyle. You'll still see the stationery in stores all over the world, but if you want my clothes you have to come to my site. 'I now know who my woman is and it helps me to design: I know what she ordered, when she ordered it, how much she spent and what she ordered it for. WORDS: GRACE COOK Meet the northerner with a knack for an eye-catching print. Matthew Williamson's gowns are worn by stars from Poppy Delevingne to Catherine, Duchess ofphotography Cambridge. Now, by CH ELO NE WOLF the master of red carpet dressing has designs on your home

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