Jenny Packham strives to make the women who wear her clothes feel amazing and unique.
Jenny Packham wants people to fall in love with her dresses.
She has revealed that the starting point for any look, whether she is designing evening wear or for her popular bridal line, is the desire to create a one of a kind item which will make the woman who wears it feel special.
She explained in an interview with The Daily Telegraph newspaper: ''When I design I think about the desire someone might have for it, and why. I want them to fall in love with it. 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.
''I have always loved to create pieces that are special, unique. It's very important to me that the dress means something to someone. I've no real interest in making something that's an everyday item.''
Jenny - who set up her business with her partner Matthew Anderson 26 years ago - still gets excited at the prospect of dressing new celebrities.
She said: ''I really enjoy the diversity of the people we dress. This morning we're sending out dresses to Lady Gaga and Helen Mirren.
''And I'm very excited because we just dressed Anna Gunn from 'Breaking Bad'. I have become obsessed with that show, absolutely obsessed.''