Giles Deacon may be a loss to London Fashion Week, but he will continue to have a strong presence on our high street. His Gold by Giles range for New Look is now in its eighth season and his new swimwear collection has just hit stores, complete with beach bags, cover-ups, flip-flops and bikinis. 'I really enjoy it,' revealed Giles. ‘The reason I wanted to work with New Look was that they wanted to stick with one designer and do lots of collections a year. So I can reach people who don't know who I am but they know the clothes. I love the idea of democracy of design.' However, what he doesn't seem to love so much is the current obsession with new ‘fashion celebrity', Bruno. 'I'm not a huge fan of Sacha Baron Cohen at all. I'd be naïve not to say that fashion is about posturing and showing off – stress over sequins – but within it, it's a very important business that employs a lot of people. It's a grafting, full-on job.' Indeed, Giles has always been regarded as a hard-working lovely Northern boy, with old-fashioned manners and a respect for journalists. Which is why he was less than impressed when a certain designer kept Giles waiting for eight and a half hours when they had arranged an interview; 'I just thought that was a little rude.' With Giles it's manners first, ego second.