From Coachella to the red carpet, the likes of millennial supers, Bella Hadid and Kendall Jenner, have successfully led the near-naked trend into SS19 but has ASOS taken the noughties comeback one step too far?
The online fashion retailer is flogging a £68 see-through dress which bears a striking resemblance to erm, bubble wrap.
The slinky mesh beach dress by streetwear label, Jaded London, features a cowl neckline, spaghetti straps and is made from 100% polyamide – a stretchy plastic often used in workout gear.
But this is what gives the ensemble its familiar pop-worthy bubble wrap feel, as a number of social media users pointed out.
One asked, “Anyone want to go out in a dress that looks like bubble wrap?”
While another joked, “£68 for bubble wrap? Absolute bargain ASOS x”.
Anyone want to go out in a dress that looks like bubble wrap? 🤷🏽♀️ pic.twitter.com/7z5H49CF4t
— Elaine 🦁 (@MsGilbert1805) April 12, 2019
Also: ASOS seriously need to look at their products?! What on earth?!
— Lisa Clavering (@LisaClavering) April 12, 2019
Is that bubble wrap?
— Alex Lipinski (@imAlexLipinski) April 12, 2019
I’m sure there is a sale at ASOS when you’re trying to get rid of a dress made of bubble wrap pic.twitter.com/iVHtTuweu4
— 𝘒𝘢𝘵𝘪𝘦 (@Ktmoodles) April 13, 2019
— me (@Vee_Arr) April 12, 2019
£68 for bubble wrap? Absolute bargain ASOS x pic.twitter.com/zEmRkjAQEB
— Gemma (@gemmamc__) April 12, 2019
On the dress’ now-viral status, co-founders of Jaded London, Jade and Grant Goulden, told Yahoo UK: “We’re thrilled that people are taking a huge interest in our product, as we try to be as cutting edge with our designs as possible.”
“As a brand, we push the boundaries and create statement pieces for trend setters, not fashion followers, they continued. “Fashion should create conversations and be noticed and this dress does exactly that.”
Though it’s certainly not the first time ASOS has come under fire for its unusual clothing items and accessories.
In recent months, the fashion giant has been caught out for selling a completely see-through bag for £15 while a ‘high-vis’ hoodie sparked widespread amusement.
Joking aside, ASOS has been the subject of scrutiny with loyal customers threatening to boycott the company after their accounts have been deactivated.
The online retailer recently announced that it will shut down accounts that boast an ‘unusual pattern of returns activity’ in an attempt to crack down on fraudulent behaviour.