Melania Trump has stepped out in Sicily wearing - or, more accurately, draping over her shoulders - one of her boldest fashion choices to date, a floral, 3D Dolce & Gabbana coat.
But it's not the bright colours or textural flowers that have caused a stir, it's the whopping $73,000 price tag.
The first lady paired the expensive floral jacket with a matching Dolce & Gabbana clutch at a G7 leaders' partners lunch that took place at the Elephant Palace in Sicily's Town Hall.
The outfit was a dramatically different look to the predominately black attire Melania has so far been spotted in during her time as first lady, including wearing a black headdress at the Vatican last week.
The look has sparked a flurry of memes and cruel comparisons on social media.
But Dolce & Gabbana at least have shrugged off the criticism. Stefano Gabbana posted a video and several pictures of Melania with the caption "THANK YOU" followed by a string of heart emojis.
While the controversial coat is not yet available in stores, it's already sold out online to those who have the funds to pay the $28,000 deposit required to secure one.