We’ve all had that awkward moment when an attempt to sound sophisticated and chic, maybe even dip into another language, backfires horribly.
Whether you’ve thanked someone with a not-so-French ‘mercy’, or mixed up ‘si’ and ‘oui’, many of us have been in that cringe-worthy boat before.
As it turns out, brands can also fall afoul of the old language fail, as Pretty Little Thing uncomfortably proved when a very racy bikini post was somewhat derailed by an awkward fail spotted by fans.
Promoting their new Cream Hammered Trim Bikini Top & Bikini Bottom, the brand took to Instagram with an Amalfi-coast inspired snap of a stunning model rocking the very risqué high-waisted number.
In a since-updated caption, they gave a nod to their Italian-inspired marketing writing: ‘Caoi Bella’ alongside the Italian flag, instead of the actual phrase which is ‘ciao bella’.
Fans point out awkward fail in comments
Fans were quick to awkwardly point out that the phrase is spelt ‘ciao’ not ‘caoi’, an awkward reminder that checking in with a fluent speaker is always best practice before flaunting your foreign language skills on a public platform.
“Ciao,” one woman wrote with a corrective asterisk.
“Sorry but caoi is too funny,” another giggled.
“CIAO not caoi lol,” another wrote.
The brand didn’t reply to any comments but subtly updated the spelling to the relief of Italian fans the world over.
A simple misspelling, or possibly even a typo, the funny fail is far from the first or worst a brand has suffered on a public stage.
Brands awkward fails exposed online
The same brand fell afoul of customers earlier when a swimsuit’s advertised size was exposed as wildly misleading by a customer who shared a hysterical ‘sizing fail’ snap to Twitter.
The woman slammed the brand, writing: “Never buying a bikini from @OfficialPLT again, sizing is not right”.
Alongside the scathing tweet, she included an image of the item not quite containing her... assets.
Influencers have also been known to misstep online, with Tammy Hembrow recently coming under fire for what fans claimed was a major ‘photoshop fail’ on one of her advertised swimsuits.
The fitness star later denied the photoshop claims, but other stars like MAFS’ Martha had little defence when eagle-eyed fans spotted a few discrepancies between a promo shot for the show and the version she shared to her personal Instagram.