Quotes from Jenny Packham

If I don't see an emotional response to a dress, then I think something's wrong.

I always love long shirt dresses with hand painting on it. It's just wonderful.

With the bridal wear I love the fact that people show me their pictures about what I've done for their special day. It's lovely that I'm a part of someone's history.

When we first started doing bridal, I found the bridal business very archaic; it was very removed from general fashion.

My job is to make sure there's something about each dress that ignites the bride's imagination.

Nobody is going to buy one of our dresses because it will do, or as something to hide away in their wardrobe and wear at some dimly undetermined point. They always have an event of some kind in mind. They want to walk in the room and for everybody to think how amazing they look. That's the job, really.

It was our belief we should have a customer base and that the catwalk was actually supporting and increasing the business.

With an evening wear collection, each piece has to be quite individual.

I think it is very hard to design in colours you don't feel right about.

All I ever aim to do is make beautiful evening wear.

I don't like things that are uncomfortable - everything we do, however structured or detailed, needs to be made so that when someone wears it, they completely forget about it.

It's always a fantastic moment for me when someone wears one of our designs.

I think, for us, as an evening wear line, anytime someone on the red carpet wears our dress, it's an endorsement.

There is definitely a 'red carpet moment' to a bride's wedding day, but when designing for bridal, it is important to focus on the details that will captivate and capture the imagination of the bride - she has to fall in love with the gown.

Having made all the decisions, I think a wedding day is a day when you want to forget what you are wearing and be in the moment.

With a wedding gown, I have to make sure that people fall in love with it and that the details are very specific and special. There has to be a big story behind it and a great deal of integrity when it comes to the design.

We've been seeing a lot of brides buying two dresses for their wedding, especially in America, and a lot of brides are talking about changing shoes halfway through. It is a very long day to be wearing one pair of shoes, however comfortable they are. It is about marrying that combination of style and comfort together.

Old Hollywood icons such as Marilyn Monroe, Vivien Leigh, and Bette Davis are so inspiring; their style is romantic and feminine and their glamour mesmerizing. I love the idea of channeling that spirit on your wedding day.

Research the venue and location before outfit shopping, as it helps set the mood and style focus: a traditional wedding in the countryside offers a different set of sartorial rules to a tropical, beach vibe, for instance.

There's nothing standard about a wedding dress or shoes anymore.

I felt my design point of view was more welcomed in New York, that I could show my collections in the way I wanted to show them.

A dress is an emotional thing to make. You've got to fall in love with it and not just with the dress - the whole process of designing it has to be a good experience.

When I'm designing, I'm thinking about what it would be like to wear that piece.

I have always aspired to create beautiful designs that make women feel elegant and confident - for me, that is my greatest challenge and inspiration.