If you havent heard of SuperTrash, youll be an expert on the brand in no time. With the successful Dutch label finally landing stateside, the first American store opened last night on Prince Street in Soho. I caught up with the beauty and brains behind the fashion, Olcay Gulsen, on her number one fashion rule and why shes never celebrated Halloween.

You were born a natural fashionista, cutting up your mothers clothes when you were 14 to make your own Jean Paul Gaultier corset. Four. I started doing that when I was four. I was really bad!

What kind of advice do you have for the girl who is struggling to find her style? I think thats a very big problem for a lot of young girls. Theyre not really secure about who they are yet because they are still developing every day. I would say dont take too many risks while youre young. I had my darker days and now I look back at pictures and I dont know what I was thinking. So if you dont know what you want, dont force anything. Stay true to who you want to be and how you feel at that moment. I think dressing up doesnt make any sense if youre not feeling really strong about who you are and about your own personality.

What do you think is essential to confidence that every girl needs to have to feel good? Self-esteem I think is the most important thing. And a tight and nice circle of family and friends also helps people feel secure.

You divide your time between Amsterdam, London and NYC. What are the major style differences and is there anything one place has that New York is missing? What I do love most in the world is the London style because it's so effortless and so hipster; cool and chic but they still have that luxury feel to it. I think in New York, its either very over-the-top luxury or very hipster. I think its the London edge that New York definitely misses a little bit. Saying that, I also love being in this area and looking outside and seeing all these cool girls. They all look very trendy to me.

Who is the ultimate SuperTrash woman? I think the ultimate SuperTrash woman is a very strong and powerful girl who has a career and doesnt need anybody else to take care of her. Shes very driven in life and is very ambitious. I think she has wide shoulders and she can handle her success.

If you had to give only three beauty tips, what would they be? My first and foremost beauty tip is to drink a lot of water. You also have to get enough sleep because nobody looks good with bags under her eyes. And I also love to wear black because it gives you that interesting look. Just go for a black dress if you dont know what to wear.

With Halloween coming up, is there an ideal stylish costume you would love to wear? Ive never celebrated Halloween in my life so I would love somebody to take me out to celebrate it. I think I would dress as a kitten. Im obsessed with kittens.

What is the one style secret that you live by? I would never, ever walk down the street without my high heels on. Thats my ultimate style tip. I make them 7 inches, so youre a skyscraper.