The cleverest move, though, is its focus on the midlife customer. While other retailers are trying to create the next viral “it” dress, White Stuff has been turning out pieces with hanger appeal that are designed with a midlife body in mind. 

“White Stuff really resonates with customers who are so often overlooked and underrepresented on the high street – midlife stylish women and men who know who they are and what they want,” Jo Jenkins, CEO of White Stuff tells the Telegraph. “They love the design details that give their clothes a little something extra – unique prints, unexpected colour pops and textures.”

The company has doubled down on this by putting customers front and centre in its ad campaigns, a move which saw an enthusiastic response, and conveys the message that it doesn’t need to resort to size zero models to convince them to make a purchase.

But White Stuff isn’t the only under-the-radar hero of the high street. Mint Velvet, Albaray and Aligne are all favourites on The Telegraph fashion desk. Hush got a major reboot last year, winning it lots of new fans, while Phase Eight’s had some standout pieces in the past year too – it’s excellent for inclusive occasionwear.