Jonathan Saunders wants his creations to make women feel "special".

The Scottish fashion designer - who worked for companies including Chloe and Christian Lacroix before founding his own label in 2003 - explained while he has never been a fan of "basic" clothing options, he accepts the industry "shifts constantly" so his loud prints and colours may not always be so desirable.

He said: "I've never been one for a black pencil skirt, or just a basic working wardrobe. I want to introduce something into a woman's wardrobe that is highly identifiable, and that makes them feel good: something special. And the tools that I use to give them that are colour and print.

"Things shift constantly. That's the nature of the beast. I have to get better and better in what I do and learn from each collection."

However, the 34-year-old sartorialist explained his "strict" parents - who are third-generation Jehovah's Witnesses - have influenced his career, in helping him to "embrace humility".

Jonathan added in an interview with "They're very devout in what they believe and they live by the principles of the religion very tightly. My parents happened to be quite strict. But that's not necessarily a negative thing, it taught me to be a certain way.

"They embrace humility. Anything that involves putting yourself out there, saying, 'Look at me, this is what I can do,' is frowned upon. And anything you do on a creative level has to be practical, craftsmanship."