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.” ...