Swiss-French luxury label Vetements has once again divided the internet with its latest provocative piece: the White Ironing Burn Graphic Shirt, priced at a staggering $1,139. The oversized white button-up features a hyper-realistic printed “iron burn” mark near the chest pocket, mimicking the scorch left when an iron is left on fabric too long.
Vetements, founded by Demna (now at Balenciaga), is famous for turning everyday objects and “flaws” into high-fashion statements, think DHL T-shirts or IKEA-inspired bags sold for thousands. This shirt fits their ironic, anti-luxury aesthetic: transforming a domestic mishap into an expensive commentary on consumerism and imperfection.
The product description highlights its premium cotton, structured yet relaxed fit, and deliberate “engineered imperfection.” Yet the price tag has triggered widespread criticism and humor online. Viral posts on Instagram, Threads, X, and Facebook show memes joking, “Finally, my ironing mistakes are luxury,” or “We can make this for free at home.” Netizens question if the fashion industry has run out of ideas or if irony has become the ultimate status symbol.
Some defend it as clever satire. Vetements often critiques overconsumption by making “ruined” basics ultra-expensive. Others call it tone-deaf, especially amid economic pressures where a basic white shirt costs pennies to produce.
The shirt has gone viral globally, with coverage from NDTV, India Today, Moneycontrol, and more. Whether it’s genius provocation or overpriced gimmick, it proves Vetements still knows how to stir debate and keep eyes on their brand.
