The 5-minute Interview: Jacques Azagury, Fashion designer

'People expect me to be a real princess. I'm not'


Azagury is a British fashion designer, born in Morocco, whose clients have included Princess Diana, Helen Mirren and Davina McCall. He trained at the London College of Fashion and St Martin’s School of Art and opened his flagship store in Knightsbridge in 1987. His first signature scent, Azagury, is being launched by Selfridges in April.

If I weren't talking to you right now I'd be...

At the gym having a glamour pump to get ready for the weekend.

A phrase I use far too often is...

"Mmm maybe not!" Which is what I say when someone thinks they have a really good suggestion and I don’t agree.

I wish people would take more notice of...

Manners and being nice to the people around them. If you are good to people they will be good to you.

The most surprising thing that happened to me was...

When I was at the London Collection, I suddenly turned round and found Diana, Princess of Wales, standing behind me. It was the beginning of a very long and great friendship.

In moments of weakness I...

Say "yes" when I really mean "no". It can make things very confusing!

I am not a politician but...

If I was I would abolish religion to stop half of the globe fighting with each other.

I'm good at...

Remembering people's faces and names, which is a really important part of my profession.

I'm bad at...

Remembering places, trips and holidays, which tend to merge into one.

The best age to be is...

You should love the age you are. Every age brings different moments. I am still partying as hard as when I was in my twenties and I'll continue to do that until my body gives up.

The ideal night out is...

To go to the theatre and then dinner or just having dinner and then going on to a nightclub.

A common misconception of me is...

Because I am a designer I think people expect me to be a real princess. I am just an ordinary guy doing an extraordinary job.

I am not a politician but…

If I was, I would abolish religion in order to stop half the globe fighting with each other



I’m good at…

Remembering people’s faces and names, which is a really important part of my profession.



I’m very bad at…

Remembering places, trips and holidays which all just tend to merge into one.



The ideal night out is...

To go to the theatre and then dinner or not having dinner and then going on an all nighter.

In moments of weakness I…

Say yes when I really mean no. It can make things very confusing!

You know me as a fashion designer but in another life I'd have been...

A marine conservationist. I love scuba diving and I'm fascinated by what lies beneath.

In a nutshell my philosophy is this...

Stay hungry and life will always be that little bit more exciting and surprising.

Amy Fenton

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