Melania Trump's visit to a Texas shelter housing migrant children separated from their parents was overshadowed by a jacket she wore with the words: "I really don't care, do u?" scrawled in white brush strokes on the back.
And it hasn’t taken long for independent designers to release their own version of the $49 Zara jacket.
Wildfang have already dropped a version of the khaki jacket on their Instagram – with the funds going to charities which helps detained migrants.
As for Melania’s intention, there’s been some mixed messages:
"It's a jacket," Stephanie Grisham, Melania Trump's spokeswoman, told reporters.
"There was no hidden message. After today's important visit to Texas, I hope the media isn't going to choose to focus on her wardrobe."
Meanwhile hubby Donald Trump defended his wife's jacket choice and blamed the media, tweeting: "I REALLY DON'T CARE, DO U?" written on the back of Melania's jacket, refers to the Fake News Media. Melania has learned how dishonest they are, and she truly no longer cares!"