Slouchy, sharp and simple: ever since Stella McCartney (1971) launched her namesake label in 2001 it has been a resounding success. "It's not about what it looks like in the studio or on the runway," she says. "It's what it looks like on a real person that matters. That isn't easy, but it's what's fun." As a staunch supporter of animal rights McCartney doesn't use any fur or leather in het designs; shoes are made of vinyl or plastic, belt are fabricated from raffia and textiles. " My biggest surprises in my everyday job have to do with the challenges of trying to be slightly more responsible as a brand," she says.