These are the mistakes I see again and again - the good news is every single one is avoidable.

• Give yourself a realistic 9–12 month runway, not a few weeks

• Never send a factory just a photo - get a proper, professional tech pack made first

• Check your brand name, trademark, social handles and domain before you fall in love with it

• Get honest about your collection size - balanced and commercial, not too big or too small

• Start building your audience and marketing now, not the week your stock arrives

• Choose an experienced designer, not just the cheapest one