In contrast, fellow dress owner Roisin is shrugging off the ubiquity of her new go-to garment.

“I see other people wearing it but it’s like: do I give a fuck?” says the 27-year-old, who bought The Dress after spotting it everywhere from her social feeds to Peckham High Street.

“These things happen every year. In 2017 it was that blue [Zara] off-the-shoulder dress, and in 2018 that Realisation Par Naomi skirt that was copied to death. They’re all so popular because they’re nice items of clothing so I don’t really care if a lot of people have them.”

There also might be another factor driving the unbelievable popularity of 2019’s must-have high street item: crappy British weather.

As a fail-safe option, even on a day that veers wildly from morning sunshine to downpours by dusk, The Dress pretty much nails it. Airy and brightly patterned enough to pass as a classic ‘summer’ dress, it also very easily transitions into ‘rainy day cover up’, thanks to its full-length, modest neckline and three-quarter length sleeves.

And if there’s anything more powerfully appealing to consumers than mass exposure, a cut suits every body shape and a price point below £50, surely it’s the ability to weather the British excuse for summer?

Screw it, I’m getting it.

This £39 Zara dress is absolutely everywhere - and this is the psychology making you want it