“Gabriella was our idea of the perfect, easy denim dress,” she began. “It represents our personality. The slightly puffed-sleeve and the oversized skirt brings ease, confidence and comfort. This is how we want our customers to feel when they wear Aligne.” And it certainly seems to be working as the brand is struggling to keep the £99 frock in stock.

This popularity, Seymour suspects, is thanks to its styling versatility. “It is just the easiest dress to wear and is flattering on all shapes and sizes,” she says. Which isn’t always the case when it comes to denim designs, despite this one being crafted from 100% organic cotton. “Sometimes denim dresses can be restricting,” she adds, “but this dress is the perfect throw-on-and-go style that makes you feel put together yet still has a bit of attitude.” And famous faces including Zeena Shah, Olivia Frost and Isabel Spearman all count themselves as fans.

What makes the Gabriella dress so well-loved may be its more modest cut. Coming up to the mid-calves in length, with an oversized fit and high neck collar, it keeps a lot of the body covered. For some, this is an absolute must; for others, it’s solely a personal preference, but it definitely makes the dress a year-round staple, and this modest design was never an intention for the brand. Yet anyone who owns the original version of the Gabriella dress may notice some slight changes with the styles selling now, and it’s all because of the customers.

This modest dress always seems to sell out: we asked the brand founder why it’s a fan favourite