There are certain brands that have a very clear, definable ‘average customer’. Urban Outfitters is for hipsters. Cos is for sophisticated minimalists. Whistles is aimed at professional women who want to look subtly fashionable in the office. Missguided sells tight, sparkly ‘going out-out’ dresses to teenage girls.

But then there are other retailers whose customer base is a much broader church: who sell all kinds of clothes to all kinds of women. ASOS is a prime example of one of this demographic-spanning brands: browse their website, and you’ll find sensible duffel coats alongside vinyl one-shouldered mini dresses; office-appropriate tailored midi skirts next to Fila bodysuits. It’s easy to shop on ASOS as a twenty- or thirty-something woman and find plenty of things you want to buy – but it’s equally likely you’ll stumble upon something and think, ‘Christ, I’m getting old’.

These new ASOS jeans are guaranteed to make you feel very, very old