Gen Zers are losing their minds over a $99 dress

A $99 item from what was once considered one of Australia’s most affordable stores is causing chaos online.

In another sign Australia is becoming horrendously expensive, the affordable fashion chain Cotton On is now selling dresses for $99.

A savvy Gen Zer spotted the $99 dress when shopping in-store and posted on TikTok to share her surprise.

“You know inflation is real when Cotton On is selling items for $100,” she wrote.

The creator also added Lana Del Ray’s song Summertime Sadness to the TikTok, assumedly to further emphasise how upsetting the price is, and judging by the internet’s response, it is something to grieve about.

News.com.au has reached out to Cotton On for a comment.

Cotton On is now selling dresses for $99. Picture: TikTok/MJ

The TikTok has more than 100,000 views, but the video also sparked a massive conversation about affordable fashion, with over 1000 commentators weighing in.

“I’m sorry, but there’s not a single item in Cotton On worth a $100 price tag,” someone argued.

Another shared they’d been shopping up a storm in the retail chain on a recent weekend only to return their items when they looked at the price tags.

Someone else complained the retail chain was no longer as affordable as it used to be.

“Cotton On used to be affordable, but over the years, the prices have kept going up drastically,” they wrote.

“It is getting out of control,” someone claimed.

“This is the dress I wanted, but I couldn’t justify the cost,” one revealed.

“I thought they’d lost it when they started pricing clothes at $50. $100 is an absolute laugh,” another joked.

In defence of the dress, it is at least a maxi dress, so you are getting a fair bit of fabric for your buck.

People are outraged over the cost. Picture TikTok/SarahStroziy

The $99 dress has already made such a cultural impact that another creator shared it and asked her followers if they’d splash that much cash on something from Cotton On.

She even made the effort of trying it on, but the answer from followers was a loud no.

“It looks nice, but it should be $60,” someone mused.

“Cotton On wishes we’d pay $100 for one of their dresses,” another dished.

Someone said that they thought it looked cute but still didn’t think it was worth $100, and another suggested if you were going to pay those prices, you may as well waltz down to the higher-end chain Country Road.

“$100 for that is absolutely insane,” another claimed.

The expensive dress is going viral. Picture: TikTok/SarahStroziy

Would you pay for it? TikTok/SarahStroziy

The price has surprised shoppers because you can usually pick up a piece of clothing from Cotton On for between $30 and $50.

It is usually the place you head if you want an affordable basic that is on trend with whatever Gigi Hadid is making cool.

Cotton On’s cheap price point has always given it mass appeal. It usually crawls with teenagers on the weekend because it is affordable enough for young people to buy and try the latest styles and trends without breaking the bank.

It is also the place Millenials probably figured they’d stop shopping at as they got older and could afford more expensive brands, but thanks to high rents, 3.6 per cent wage growth and the general cost of the crisis, they still find it one of the only stores in their price range and the price of washing liquid hasn’t even been mentioned.