Gucci has released a tartan "dress" aimed at men in an effort to fight the "toxic stereotypes that mold masculine gender identity".
Featuring mother of pearl buttons and a Contrast Peter Pan collar, the bright orange item is officially listed as a "tartan cotton long smock shirt".
In one picture showcasing the product, the male model can be seen pairing the item with a pair of blue jeans and accessorizing with a multicolor beanie hat, some retro sneakers, and an over-the-shoulder bag.
The product's official description on the fashion giant's website reads:
"Inspired by grunge looks from the '90s and styled over ripped denim pants, this tartan smock in delicate colors reflects the idea of fluidity explored for the Fall Winter 2020 fashion show, disrupting the toxic stereotypes that mold masculine gender identity.
"The contrast Peter Pan collar and smock embroidery on the front add a childhood inspired element, which ties to a recurrent theme of the collection.
"Pieces with versatile ways to wear and style embrace each person who is part of the House’s individual spirit."
However, despite looking break boundaries, the smock still comes with the Gucci price tag, and will set you back £1,700 ($2,200) to purchase.
If that price is a little steep but you still love the look, Gucci is also selling a similar 'Liberty floral wool long shirt' for just £1,150 ($,1480).
But it seems as though not all social media users are blown away by the designer outfits, and Gucci have faced ridicule online.
One Twitter user wrote: "Any bloke that buys this is a mug and they saw you coming."
Another typed: "Will future generations look back at this age, and think it was in the grip of some kind of collective madness."
A third typed: "Gucci is selling a £1,700 tartan dress with satin bow for men. 2020 what have you done?"
And I'm just going to end with a reminder that clothes have no gender and everybody should be able to wear whatever they want without ridicule.