Singaporean designer, Soo Kyung Bae, has developed a collection of thigh gap jewellery.
The jewellery's purpose is to accentuate the gap between a woman's thighs when she stands with her feet together. They can be viewed at tgapj.com.
The thigh gap has been seen as an unhealthy and unreasonable beauty standard for years, with several young girls go to extremes to achieve the look.
However there's a catch.
The jewellery doesn't exist. When customers check out from the online store, they are taken to a new site that reads, "TGap Jewellery is a fictional company that sells jewelleries designed for thigh gaps. It is launched to catalyse a debate on unrealistic body image social media portrays."
Designer Kyung Bae says she developed the fake jewellery line "to bring a provocative jolt" to the debate surrounding female beauty standards.
"By using outrageous products, I hope to bring a provocative jolt that leads us to ponder and reflect upon what we are like as a society and the absurd things we value and obsess over – as well as how this creates unnecessary pressure for women and girls," Kyung Bae tells Dezeen.com in an interview.
The collection features six necklace-like chains worn around the groin, with a pendant hanging off the chain within the space of the thigh gap.
Their prices range from $175 to $195.
The currency is not specified.
The site is set up like any online store portal.
It features quick view options, drop down menus, and add to cart features. The jewellery is a one-size-fits-all product.
At first, Kyung Bae faced backlash for the site. But once her intentions were made clear, the anger turned to appreciation.
"I think it's a fresh concept that nobody has tackled so far," wrote one commenter. "And it's a creative way to go about it in the sense that it leads girls to question the issue themselves."