NK: Very. I've put a lot of money into this, but if it all closes tomorrow, I would still do it. I didn't start it to make money. I don't want to be running a website, I want to make imagery people will see. It needs to be hands-on for me the first couple of years, but it's not my goal to be a publisher.

LC: How do you get your content?

NK: It used to be spontaneous. For example, something would come in from Craig McDean and I'd think we had to put it up right away. Now it's more planned. I work a lot with Galliano and McQueen and they'll be thinking in terms of print, but I'll be thinking straightaway in terms of the web. We'll be working for Visionaire, but I'll be thinking about the films we can make for the Internet.