Jonathan Saunders shuns sexy designs

Jonathan Saunders doesn't want his creations to be ''sexy-sexy'', and would rather each collection ''evolves'' every season.

Jonathan Saunders doesn't want his creations to be "sexy-sexy".

The British fashion designer always tries to "evolve" with each new collection but has certain key factors he always considers in his womenswear.

He said: "There are elements that I hope are always there in my work: the use of colour and pattern; an easiness to the shapes; an innovativeness; a femininity without being sexy-sexy - but the brand is evolving, definitely. I'm an ambitious person and I'd love to create a global brand.

"I think to become an international brand you have to have a trans-seasonal feel - you can't just approach it according to season."

Jonathan also admitted he has grown less concerned with what critics think of his work, as he has realised he should put most of his consideration on what his customers want to buy.

He told Vogue.co.uk: "I'm my own worst critic, but now I try to look at how the season performed; what sold, rather than focus on press coverage.

"When I was younger, I'd design one collection and then look at the reaction, but as you get older you become more humble; you listen to your customer and get to know her and what she wants. You learn it's not all about how you're perceived."