Giles Deacon: Head Creative Director of Giles Deacon

Grazia Daily: How did you become involved in the Pudsey Bear 2012 Project for BBC’s Children in Need?

Giles Deacon: Well Katie called me! I did the one last year.

Grazia Daily: The one last year was on a much smaller scale than this year’s

Giles Deacon: It wasn’t small, it was huge! (laughs) We did a metallic Hell’s Angel Pudsey, which was a lot of fun, and when the time came around for me to do it again, I wanted to go from a silver Hell’s Angel to a Super Disco Diva.

Grazia Daily: It’s incredible! What was your inspiration behind the design?

Giles Deacon: Well, Disco Diva, as simple as that! I like a high impact, quick message with these projects. And a Swarovski covered, Disco Pudsey just seemed like a really logical progression for me. He’s developed quite the ego though. He’s as much trouble as Miss Piggy to work with. He came with an entourage bigger that Jay-Z’s, and a ride that was second to none.

Grazia Daily: So he thinks a lot of himself now?

Giles Deacon: He does, which is good! He’s driving the message home, which is what is important.

Grazia Daily: The child who receives your bear is going to have such a personal connection with him. Since Pudsey is so iconic, what was your design concept in balancing the icon with your own vision?

Giles Deacon: You just do it, don’t you? It’s just that simple, no hidden agenda!

Grazia Daily: It’s great you have such passion for the cause! Did you have a favourite teddy growing up?

Giles Deacon: No. I had real animals, I think was quite lucky!

Grazia Daily: Most kids would agree with you there!