A recent controversy in the fashion world has erupted over a pair of jeans from the Australian brand Cotton On, which have been ridiculed for their strikingly unappealing design. Priced at £40 (AU$59.99), these ‘distressed’ jeans feature a washed-out, brown-stained appearance that many shoppers feel resembles human faeces more than a trendy, rugged style. The backlash began when TikToker Adele, known as @adelesspammo, posted a video showcasing the jeans, which went viral with 1.7 million views and a flood of amused and horrified comments.

The clip, in which Adele states, “What was Cotton On thinking?” highlights the jeans’ dubious design both at a glance and up close. Social media users were quick to join the conversation, with many expressing disbelief that such a design could make it to market. Commenters joked about the jeans being ‘pre s**t-in’, as a practical solution for those wanting that worn-in look without the actual mess. One user cleverly remarked, “Yes, because we absolutely want to look like we just had explosive diarrhoea in our jeans…”

Interestingly, some observers noted that the jeans are reminiscent of a high-end pair from Acne Studios, which retails for approximately £600 and sports a more upscale and intentional distressed aesthetic. Fashion stylist Donny Galella stated that such imitations—a trend referred to as “dupe culture”—are increasingly common, particularly in a challenging economic climate where consumers may seek more budget-friendly alternatives but are presented with designs that miss the mark.

The reaction to Cotton On’s jeans highlights a deeper conversation about the boundaries of fashion and consumer expectations. While some may appreciate the humorous take on distressed denim, many feel that this particular execution lacks an essential understanding of aesthetics and practicality. Commenters expressed their discontent emphatically, with one person pointing out that the online images of the jeans appeared much less offensive than the actual garment. “The worst part is they look completely different online and actually nice,” one noted. This discrepancy raises questions about marketing transparency and the authentic representation of products.

Adding to the conversation, a former Cotton On employee shared their perspective, noting the absurdity of some items sold during their tenure. Such insights offer a glimpse into the fashion industry’s sometimes bewildering design choices as brands navigate the fine line between innovation and taste.

As consumers become increasingly vocal about their preferences, it will be interesting to see how Cotton On and similar brands respond to this feedback. The debate over these jeans serves as a reminder of the ever-evolving landscape of fashion, where the intersection of creativity and consumer sensibilities can sometimes yield unexpected—and often controversial—results.

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Source: Noah Wire Services