Designing knitwear can be a daunting task, especially if it is your debut collection like photography agent Tiggy Maconochie.
Launching her fashion line recently she told Vogue how the success of her designs is down to giving her work a theme, giving her something to work around and bringing an identity to her creations.
In an interview with the luxury magazine Ms Maconochie said that she named her knitwear label Garzon after one of her favourite places in Uruguay, which was somewhat of a ghost town.
"The countryside in Uruguay is very elegant," she explained, before adding "a lot of designers go there to have their knits made, such as Stella McCartney and Marc Jacobs".
The new designer described the wool as "beautiful" and soft", claiming that she aimed to communicate her love of the country by presenting "knits in a different way".
She's certainly managed this, combining seductive poses from her models and a fresh and youthful approach to design.
With lots of short textured dresses and long, oversized cardigans, her designs incorporate both casual home comforts with contemporary cuts, pairing knee-high socks with a long-sleeved cream cable knit dress-jumper for a twist on a classic autumnal look.
Ms Maconochie originally made her name as Helmut Newton's agent, however following a trip to Uruguay she had an "exotic, romantic epiphany," giving her the idea to set up her own label.
While horse riding she was struck by artistic inspiration and called up two knitwear designers who agreed to collaborate with her on a new set of designs.
"Wool is seen as casualwear and I wanted to put elegance into it. Man has been wearing wool for the past 1,000 years, but it's still not celebrated.
"This is my way of rewriting the story. This is centred upon practical elegance," she explained to the fashion magazine.
Artist Tracey Emin who was a prominent figure at the launch night praised Ms Maconochie's Garzon collection, saying: "Knitwear is often thought of as frumpy and this is very much the opposite - it's sexy."