'Have they lost the plot?' $100 Cotton On dress divides the internet

"Looks nice but that should be like $60," one viewer wrote. Would you pay $100 for this dress?

Shoppers have been left shocked after discovering that a simple brown midi dress from Cotton On has a $99.99 price tag. 

The popular clothing store has been known for its affordable clothes but now people believe it's veering away from its 'cheap' reputation in favour of a more upmarket pricing strategy. 

The ensuing social media debate has left customers disgruntled and calling for the store to 'stay in its lane'. 

Let's get into the discussion.

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Image: Cotton On

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'Wait... when did Cotton On start selling $100 dresses?'

Mum and fashion stylist Sarah Strozkiy, who is known on TikTok as @shessoseasonal, shared a try-on video of the $99 dress on her TikTok account.

The clip, which now has over 230k views showed Sarah trying on the dress and giving her candid thoughts on it. 

"Wait... when did Cotton On start selling $100 dresses?" the text over the screen reads while she films the Cotton On Ella Embroidered Midi Dress in Dark Oak on the racks.

 She then pulls out the $99.99 price tag to show viewers, before bringing it to the changeroom to try on.

The dress is reminiscent of designs from boutique clothing brands like Dissh or AERE and features spaghetti straps, embroidery detail and a tie-up bow at the front.

Sarah then laughs as she shows off the back of the dress, which barely does up. "I couldn't even fit into it even with my usual sizing," she says. 

"First Target, now Cotton On. Guess we all need pay rises, 😂" she concludes, referencing the $100 Target dress that went viral last year for the same reason. 

Image: TikTok

"Prices are going up, but quality is going down"

In the caption, Sarah wrote: "Sooo, I got a message from someone who said it’s getting harder and harder to shop on a budget. Do you agree?

"Would you spend $100 on this Cotton On dress? 👀 I also got another message saying that prices are going up but quality is down. Oh my.

"And another message saying that they STOPPED buying from Cotton On because the quality was radically reduced but prices skyrocketed. Is this so? 

"Let’s have a friendly and open chat about it. 💗 Would you buy this dress for $100?"

Image: TikTok

RELATED: Mum’s hilarious Cotton On shopping fail goes viral

"I might as well go to Country Road"

People sounded off in the comments, with many agreeing they wouldn't pay that much for this dress.

"Cotton On is fully having a laugh. Their prices are insane now," one of the top comments with 2500 likes read.

Another person wrote, "Looks nice but that should be like $60," while a different viewer added, "It's cute but not $100 cute."

Then a third claimed, "Cotton On is Shein quality with Forever New price tags."

Someone else said, "Cotton On can fix their sizing inconsistencies first and then we'll talk about prices."

"Cotton On has lost the plot..." a different user remarked. 

"It's like, I might as well go to Country Road," someone else said. 

Kidspot has reached out to Cotton On for comment. 

Originally published as 'Have they lost the plot?' $100 Cotton On dress divides the internet