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 Telegraph.co.uk: "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."