Despite being an ardent fashion consumer, AlDhaen had little understanding of the world of fashion tech. The founder studied law at King’s College London, Kent University and even passed the California bar before realising her true passion lay in the fashion field.

To those who might be confused as to the difference between Instagram Shop and Sept, AlDhaen is clear about the difference: “Instagram is a browsing tool; you might find a bag while scrolling through family pictures and pictures of restaurants, but its purpose isn’t to shop,” she states. “We highlight young fashion brands that might not break on Instagram unless you’re following them. And Instagram is driven so much by its algorithm, which is in turn driven by ads, that it’s not really based on what you’re liking but what your friends are liking.”

In terms of a five-year plan, AlDhaen is aiming high. “I want to change the way we shop online,” she says. “The online shopping experience is completely broken. It’s been the same for 20 years. Most home pages or websites operate as fulfilment centres; the discovery, the liking of the product, the recognising of a brand has already been made somewhere else and then you’re just searching for the product online and basically getting shipped, so I don’t feel like there’s a real interaction between what the place you buy from and yourself.”

She concedes: “It’s a big vision. There’s a long way to go. There’s more to do, but I just want to make shopping a really fun digital experience.”

Sept is available to download now.

Meet the Netflix of fashion, new personalised style app Sept