What do you think lots of brands are doing wrong when it comes to socials?

Uh, great question.

Well, I firstly think that lots of brands...

I firstly think that lots of brands try to be something they're not, right? So, uh, let me explain.

Where, uh, when brands try and relate to Gen Z, but they're not, and they say things like, "Hey, girly," and like, "Slay," and you're like, well, I di- you're just like a bunch of 50-year-old men sitting in a room thinking this is gonna work.

That, that doesn't really work.

I think brands do something wrong when they do that.

And Jamie, what does Ed bring for you that you absolutely need in a co-founder?

Mm.

And her reaction was, like, zero to 100, where she would say, she would say things something like, um, "Well, I hate your parents." And I'd be like [laughs] "Whoa, where's that come from?" But it was...

Yeah, it was wild and amazing, and the, and the guys followed the whole, whole process of it, which was really hard for Soph-

Mm.

So you're standing in the room.

And what happened with our, with Ziggy, was there were complications, and they said, "Look, Soph, um, I know you wanna do it natural, but I think you're gonna have to change it up.

You're gonna have to do an emergency C-section." And she was so brave.

I mean, it was, like, the most insane thing I've ever seen.

Yeah.

And do you know, the, the, but I always say this to you.

One of the coolest things I've, like, and it sort of changed my whole perspective, um, we had, like, a, like, a dinner party-type thing once.

Years and years ago, I was, like, in my young 20s, and a guy, we...

They, they were talking around the table, and it was going from one person to the next, and they were talking badly about this person.

Mm.

Right? It was going round the table, and this guy had come in, um, who didn't know anyone.

I was slightly friends with him, and it got to him, and he said, in front of this whole group he didn't know, he said, "I don't know why everyone's talking so badly about that person.

Mm.

But for people who are umming and ahing about having kids, and whether or not they wanna have it, I would say, um, that if you do go down, you're worried about it, it's a fucking awesome adventure.

And Sophie is now, like, my right or left arm.

It, weirdly, even though you argue more, even though you're more stressed with each other, even though I piss her off even more-

The air con

... or there's air con, the air con suddenly goes off, and you're like, "Oh, there was air con in the room." I was, like, walking around for about a week, and then suddenly I obviously think my anxiety just went, huh, and I went, "Oh, fuck, I feel like I'm back to earth." [laughs] Like, that was insane.

Like, it was really emotional and, but the, the thing that calmed me down was one of the midwives came in, and I was in r- like, like just trying to cover up my tears, and I, and I'm really not a crier.

I don't really cry that much.

Which is difficult when your school is in Chelsea.

Yeah, yeah.

Straight down the King's Road.

Pavement, terrible for your knees.

Tourists everywhere.

running across Albert Bridge.

Anyway, they were like, right, so we're going to do this.

people, was it a sink or swim and some people sunk?

He was straight in.

I'm gonna tell you this, this story though, 'cause I told this before, but I'll tell you.

So my grandmother said to me, she was amazing.

She was li- very much like my mom.

She called Ruth Hill.

She was quite a fierce lady, but kind of very, very interesting.

Anyway, she, um, when she met, met my grandfather, she used to date his housemate.

Yeah, 'cause it's coming up this soon.

Yeah, because I think I saw in an interview that you'd given that when you started doing Made in Chelsea, you had panic attacks for a year.

Yeah, yeah, yeah.

Well, it wasn't so much that.

What it was, was I did have panic attacks.

I basically, I started doing this TV show, Made in Chelsea, and it started at the very beginning where I was at Leeds University and...

I also was one of these guys who didn't really know what I wanted to do in life.

My stepfather said to me, Jamie has so much energy, if you harness it, he can do great things.

But to play out your 20s on screen must have just been a whole heap of... anxiety.