It can't be nice for a designer to have your work become the target of the unforgiving eye of a fashion critic. But a cultured reviewer is no match for the tirade that can come your way if you irk social media. Especially when the catwalk is one of Earth's most high profile and watched events.
More than one billion people around the world are expected to watch the cream of the globe's athletes take part in the opening ceremony of the 2016 Olympic Games in Rio on 5 August.
So it's no wonder that leading fashion brands have been keen to design uniforms for their country's Olympians. Historically, the likes of Giorgio Armani, Ralph Lauren and Stella McCartney have threaded their expensive needles and sewed furiously through the night (we'd like to think) to create designs for their nation's athletes. But there are some who must now be wondering why they bothered.
We imagine that when traditional Georgian clothing manufacturer Samoseli Pirveli got a call to design the look of the nation's Olympians for the opening ceremony, the brand must have thought it was a career high-point.
However, many Georgians did not agree. So much so that more than 6,000 have now signed an
online petition, against the firm's designs for the Georgian national team.