When Emily was a student in Helsinki her menswear design professor asked the class to "create something [he] had never seen before". This has since become her bench mark when starting a new collection.
A snapshot into the designers process looks like this...
Who is the guy she's designing for?
What's the justification of this garment?
What fabrics and trims is she working with?
What does he not know yet? and why is he going to love it?
After breaking down the above Emily gets to hand and computer sketching, after which she creates 3D mock ups using paper and/or available materials.
Most importantly Emily doesn't believe in designing stuff for the sake of stuff - She is driven by filling a need in the market, pushing innovation, and creating something from nothing.