The collection is also very affordable. "I know that many of my fans are young – say 12, 14, 16 or older – and they think because I'm in high-fashion, it will be expensive. But it's not," she says. Part of Mizuhara's appeal is that she spends half of her life having couture imposed upon her – and knows all too well the rigours of wearing it. "Couture is not always easy to wear," she says. "So when we designed for OK x I.T Blue Block, I didn't want anything too complicated or hard to wear. Every product is affordable and young people get it."

What's Mizuhara's style advice to a bunch of young girls or women who've never worn the traditional Japanese yukata, which features in the collection? "Well, two ways," she explains. "It's a whole set with three must-have items: the geta sandals, the obi [sash] – which is like a corset – and the yukata. So first, buy the whole set and wear it once. It's nice to try it once if you haven't. Otherwise, you should do it traditional, but mix it with accessories. So wear the obi and yukata with heels, or try off-shoulder and put a flip-dress underneath. You can do whatever you want!"