ASOS fessed up to the error with an amusing tweet to the firm’s million-plus followers, describing the bag as “a limited edition”. 

It was retweeted 8,500 times and the resulting comment trail of almost 600 responses involved some people sharing their own tales of fashion-related typo incidents, including a “shite shirt” instead of a white shirt, among other gems. 

Some commenters took the e-tailer to task for its use of single-use plastic bags, to which ASOS responded promptly with details of the recyclability of the more than 40 million mailing bags and 5 million cardboard boxes it sources each year, with links to its recycling initiatives. 

In fact, it was such a fine example of turning a mistake into something of a PR masterclass that Overmatter could almost imagine it was deliberate…