Only this month, a 10-day Djerf Avenue pop-up store in London had shoppers queueing down the street to buy wardrobe staples such as oversized blazers, simple T-shirts and high-wasted trousers.

at Djerf Avenue pop-ups, and says the creator has replied to her Instagram DMs in the past. “I just wish she knew how many young, aspiring girls like myself look up to her as a role model.” ...

Not only did she spot ‘exact dupes’ to pyjamas from Matilda Djerf's brand Djerf Avenue, but she even went ... Duck’, eagerly gave users a close-up look at the new-in buys.