This is not usual midweek behaviour for me. I’m standing in my garden, shivering in my underwear, as my neighbour takes my photograph. I am embarrassed in case anyone spots me acting like the Instagram diva I’ve never been before today. I’m also starting to regret not wearing more attractive underwear. But the truth is that it doesn’t really matter, because in the final photo, I’ll be fully clothed. For a fee of about £50, a team of designers will dress my underwear-clad self in a digital outfit of my choice. They’ll then send that photo back to me so I can post it all over my social media.