Fashion retailer PrettyLittleThing is generally known for its cheap, on-trend clothing.
However, as face masks become more popular – due to coronavirus restrictions – something else caught shopper’s eyes.
The online store was slated by customers for selling a diamante-encrusted face mask made entirely of mesh.
The Black Diamante Fishnet Mask was lauded as “useless” against the killer virus.
It has now been removed from the PLT website, reports Fabulous.
To be effective protection against Covid-19, masks must fully cover the mouth and nose.
They are mandatory on public transport and soon will be in shops and hospitals.
Experts believe that the masks can help to limit the spread of the virus as they block water droplets from spraying when we cough or sneeze.
Due to the large gaps in the fashion retailers mask – it would not serve this purpose.
The fashion item is shown on the website over a models face – which it does not cover.
The £10 item has rhinestones placed in the net crossings.
A multi-coloured version of the fashion accessory remains on the site, but is completely sold out.
Twitter users took to social media to slam the mask.
One woman wrote: “Think PLT missed the point.”
The tweet racked up 25.9k likes and 2.3k retweets.
A commenter added: “PLT cutting corners again I see.”
“The stupidity is insane,” wrote another.
A third said: “Face mask, but make it useless.”
One person suggested that the item was created to be worn over a surgical mask – adding a fashion element to an effective mask.
However, another was left furious by the item.
She fumed: “Companies who see masks as a trend rather than a necessity in helping prevent thousands of people dying.
“What is this PLT? Wise up.”
Face covers are already a requirement in Scotland.
The new rules regarding masks in shops will hit England on July 24.
Daily Star Online contacted PrettyLittleThing for comment.