The brand advantage that Gucci commands simply amazes me. How else would a US$380 sparkling swimsuit with a Gucci logo sell out when prospective buyers were advised against wearing the swimsuit in the pool?

Sold at Britain’s premium Selfridge’s department store, the piece is curated using ivory sparkling Lycra, 80 per cent nylon and 20 per cent elastane. Due to the nature of the fabric and its reaction to the chemical element in public pools, people are advised not to wear the self-tie halter all-in-one in resort swimming pools.

Gucci recommends consumers to think of the item as more of a tight top, free of seam lines around the waist. “Creative director Alessandro Michele is an ideas man, but with an archive like Gucci’s, how could you resist the temptation to revisit some old favourites?” the text reads.

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“This swimsuit is printed loud and proud with the reclaimed vintage Gucci logo complete with sparkle and slight fading for authenticity. Saving yours for escapades to the seaside is criminal – wear it with skirts, denim, and anything high-rise.”  

Gucci’s own website has a warning too. “Due to the nature of this particular fabric, this swimsuit should not come into contact with chlorine.”

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Understandably so, social media has completely erupted after this little incident.

One comment reads: “I swear Gucci is baiting the world. US$380 for a SWIMSUIT that literally says in the product details that you can’t even wear it to swim in.”

Another user wrote: “WHAT???? Don’t swim in your swimsuit …”

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This article originally appeared on Luxurylaunches.