When Charli xcx performed at Victoria Park’s Lido Festival in June 2025, the audience was a sea of wraparound sunglasses, asymmetric jersey tops and micro miniskirts. The demographic was hardline Gen Z, with a median age of around 25. The Tiktok algorithm brought to life, as it were. So when comedian Amelia Dimoldenberg appeared on the screen – resplendent in a Y2K-coded halterneck and miniskirt – to perform the Apple dance (a role later claimed by Gracie Abrams at Glastonbury), the screams of the crowd took on a higher pitch. Two agenda-setting It-girls, one viral social media moment.

You could say that Dimoldenberg’s monthly YouTube series Chicken Shop Date is to Gen Z what Popworld was to millennials in the late Aughts. Instead of Alexa Chung’s babydoll dresses and gawky banter, there’s now Dimoldenberg’s dead-pan one-liners and staccato silences. Dimoldenberg’s fashion choices, meanwhile, though not offered up as focal point, have quietly impressed with their “if you know you know” kudos, whether it’s a Shushu Tong miniskirt, Fruity Booty polka-dot dress or Conner Ives recycled top.

It seems only natural, therefore, off the back of her own big Brat summer, that the YouTube star put her name to her very first fashion collaboration, with cult London-based brand, Peachy Den, no less, whose sculptural dresses and form-fitted sets have become catnip for a new generation of fashion-conscious A-listers – Olivia Dean, Mia Regan and, of course, Dimoldenberg herself, to name but a few.

Launching 17 July, the 10-piece capsule, which was teased in Dimoldenberg’s now viral interview with Bella Hadid, is all about embodying the “cheekiness” of the early Noughties, whether it’s a “Flirty” slogan T-shirt – a nod to the clap-back tees famously worn by Lindsay Lohan and Paris Hilton to poke fun at the tabloids – or the “a nice top and jeans” halternecks that recall the hip-grazing ’fits of Carrie and co in the later seasons of Sex And The City.

“This collection was born out of an organic collaboration, grounded in friendship and mutual awe for each other’s work,” explains Peachy Den founder Isabella Weatherby. “Amelia has long been a Peachy girl – her blunt humour, tongue-in-cheek attitude and flirty energy perfectly embody the Peachy way and became the spark that inspired the capsule.”

It seems fitting that the two should come together at this moment. Dimoldenberg’s YouTube channel boasts an impressive 3.15m subscribers (the sort of number that puts the fear into the heart of established media outlets, no doubt), while Peachy Den has become the unofficial sponsor of the country’s cool-girls over the last 12 months – it’s near impossible to walk down a street in the capital (or, indeed, the Condé Nast offices) without spotting someone in the brand’s sellout smocked top and skirt set.

Yet the collection also marks a new chapter for both parties, and speaks to the moment of maturation that comes from entering a new decade – both Dimoldenberg and Weatherby are in their early 30s. “But [it’s] still playful, more flirty,” Weatherby asserts. “As Amelia’s style has matured, so has ours, and we wanted the collection to reflect that: it’s a more refined take on the cheekiness we’ve always loved.”

Scroll down to see and shop the full collection, which drops 17 July.