00:06I think the biggest thing is collaborating for me at this point, bringing people in that are
00:12really going to understand my style and understand what I like and then evolve that. I just love
00:17collaborating with them because they're all so talented and it's a combination of passion.
00:25My creative process is very specific to each brand. I have different teams and
00:29different people that I work with and different processes. My name is Paula
00:32Bradley and I am Gwen's design director for her brands LAM and GS.
00:37I love it. I love this shot actually though. Paula is somebody that I've known for a really long time.
00:42She used to work as a stylist with me and with No Doubt and what I love about Paula's history
00:48is
00:48that she grew up in England. She grew up during the punk rock years in the 80s and she seems
00:52to
00:52really get my personality and my style. It's just like the sky's the limit, right? I know. My role
00:59is just to make Gwen super happy. All those ideas and all those things that Gwen loves can be executed.
01:05When you're in a room with Gwen and it starts, her kind of brain just opens up and it's so
01:12much fun
01:13because she just has a blast. Oh yes! Jolie is kind of like my right-hand man. She does all
01:20my creative with me.
01:21I have been working with Gwen for about 13 years because Gwen is so busy and I know what she
01:28likes. I generally start to brainstorm and I come up with concepts.
01:32You want it to look like it's hand tied. You don't want it to be like that. No. It's just
01:37as much in her as it is in me because she was there from the very beginning.
01:41That's one person I can really know she's going to make it awesome. Gwen always pushes the envelope. She has
01:48really nice taste.
01:49Of course it is. Of course it is.
01:56I love the process of design, like where things evolve and the creative process. I love that. I love the
02:03dream. I love the dream of making things.
02:05I love the dream of
02:05the dream of making things.
02:05It's a different experience.
