A ‘tartan’ dress for men by luxury designer brand Gucci is being mocked by Scottish shoppers for looking like a ‘1970s school uniform’.
The bold orange frock features a satin bow around the waist and is being sold in a bid to fight the ‘toxic stereotypes that mold masculine gender identity’.
The short sleeve item, which is ‘inspired by the grunge look from the 90s’, has pearl buttons, smock embroidery, a collar and is worn over jeans.
But many shoppers were not convinced by Gucci’s ‘tartan’ dress – which comes at the eye-watering price of £1,700.
One Scot compared the smock dress to looking like school uniform, while another joked if Gucci had ‘never heard of kilts?’
Taking to Twitter, one person wrote: “Gucci drops a vile orange 1970s primary school dress for men at £1,700”.
Another Scot tweeted: “£1,700?? Jeez…. By the way.. “Tartan dress for men”..? Have they never heard of kilts?”
A third shopper joked: “The dress looks like the ones I wore at age 10 while going to visit my grandparents.”
While Gucci claim the orange and beige dress is tartan, the material cannot strictly be classed as the the iconic Scottish fabric.
Tartan usually has several patterns of coloured checks.
While tartan has multiple shades, plaid or check is criss-cross pattern with two colours.
Gucci states in the online description that it hopes to challenge the widely held ideas associated with masculine gender identity.
The description reads: “Inspired by grunge looks from the ‘90s and styled over ripped denim pants, this tartan smock in delicate colours 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.”
There’s also a similar ‘Gucci Liberty floral wool long shirt’ at a slightly cheaper price of £1,150.
It comes just weeks after the fashion giant divided trendsetters by releasing a pair of jeans with what looks like grass stains on the knee.
The luxury brand is selling the denim pants for £600, and claims the material has been specifically treated to channel a ‘grunge vibe’.