The Mail on Sunday - You - - Generation Special -

still, a belt. She is cur­rently plan­ning to top up her Jo Malone mois­turiser pots with Dove or Garnier to save money and re­cently put back some steak from Waitrose when she spot­ted the £50 price tag: ‘Imag­ine cook­ing that and burn­ing it, you’d be gut­ted.’

Her earn­ings could be sig­nif­i­cantly higher but, savvy about her per­son­al­ity and life­style brand, she won’t en­dorse cos­met­ics lines and diet prod­ucts. She’s much more about body con­fi­dence, scoff­ing sausage, mash and onions – her favourite meal – and in­dulging in the odd glass of rosé or a Porn Star Mar­tini (pas­sion fruit, cham­pagne and vanilla vodka) at week­ends. She ad­mires the Kar­dashi­ans and their 24/7 com­mit­ment to their looks but, when asked which one she likes best, it’s not Kim with her big sculpted booty or her su­per­model sis­ter Ken­dall Jen­ner, it’s Kris, the mo­mager and brains of the fam­ily.

‘I would not have loads of work [cos­metic surgery] done,’ says Dani. ‘Peo­ple love you for the things that ain’t per­fect. You could be the most beau­ti­ful girl in the world and have a grey, bland, used teabag per­son­al­ity, and then you aren’t beau­ti­ful in my eyes.’ They’re the words of a true icon­o­clast in an age when be­ing sexed-up and made-up seems to mat­ter more than who you are or what you do. She puts slo­gans on the T-shirts and jumpers she de­signs, such as ‘God Is A Wo­man’ and ‘Girls Do It Bet­ter’, to en­cour­age oth­ers. ‘When girls are young they need those words in their head to big up their own se­cu­ri­ties, to own it a lit­tle bit.’

I’m amused, though, when I ask her who she’s de­sign­ing for, and she says, ‘Mmmm, young girls from 15 to 25,’ be­fore adding as an af­ter­thought, ‘and even older.’ Zeds might ac­cept they are grow­ing up but they haven’t started to think about grow­ing old. Not yet. That’s still some­thing that hap­pens to other peo­ple.

Lis­ten­ing to Dani, what stands out is that in a world of con­stant change, where the core skill is an abil­ity to adapt and up­date as fast as an app on a smart­phone, Zeds need a steady in­ner life.

Dani might be tap­ping, typ­ing, swip­ing, scrolling and scat­ter­ing heart emo­jis across the in­ter­net, she might be happy to be an early adopter, an in­flu­encer and so­cial-me­dia driver, but she sounds as though she’s reached back to the last cen­tury for her so­cial, moral and eco­nomic values.

She was born four years be­fore it ended, in 1996, the daugh­ter of Danny Dyer and his school sweet­heart Joanne Mas who found her­self preg­nant at 18. When Dani was three, with Danny se­nior’s act­ing ca­reer about to take off, the cou­ple sep­a­rated. They would even­tu­ally re­unite, have an­other daugh­ter, Sun­nie, now 11, and a son, Arty, five. They mar­ried in 2016 with Dani as maid of hon­our. The Dyer clan are so close that Dani doesn’t hes­i­tate to name her mum and her nan as her role mod­els. Her pride in her dad and the work they’re do­ing to­gether – you can see them on stage in Na­tiv­ity! The Mu­si­cal and on TV in Through the Key­hole – lights her up like a bea­con.

Af­ter school she trained as a den­tal nurse and went to lots of fruit­less au­di­tions while pulling pints at a pub near her home. Love Is­land changed her life – and made her life – be­cause it was the per­fect ve­hi­cle for the per­fect Zed girl to show­case her opin­ions, values and am­bi­tions. Be­fore that she says, ‘try­ing to get go­ing in my ca­reer was like look­ing for the end of the rain­bow. I could never get there.’

Now she has ar­rived and she’s got her pot of gold, though it has cost her in some ways. She misses her pri­vacy, the chance to shop in Pri­mark with­out the risk of be­ing mobbed, the fact that if she doesn’t post on In­sta­gram for a cou­ple of days peo­ple won­der if she’s split up with Jack, the way a big meal en­cour­ages peo­ple to spec­u­late that she’s preg­nant. ‘But I ain’t gonna moan,’ she says. ‘Why would I?’

The only thing that re­ally Ur­ban Out­fit­ters. Miss Sel­fridge. Astrid & Miyu

Dani with boyfriend Jack BRA, DUNGAREES, EAR­RINGS,

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