The bottomless pyjama advert taking over the internet

Users left baffled after an advertisement for pyjamas with a hole in the bottom follows them around the internet

(IVRose)

People are confused after being plagued by an online advert for bizarre bottomless pyjamas from fast-fashion brand IVRose.

Users said the online adverts for a pair of “plain functional buttoned adult pyjamas” first appeared on an unrelated story on the Elle website.

However multiple readers complained that the advert had continued to follow them from site to site, with many confused as to why they were being targeted by such an outlandish product.

The $26.99 (£20.10) pyjamas are made by fast-fashion brand IVRose and come in 49 different patterns, including tartan, khaki, kisses and santa hats.

While there is no address listed on the website, the company’s Facebook page is managed by a Chinese firm called Shanghai Lishang Information Technology Co Ltd, whose contact details match those of another fast-fashion website, ChicMe.

According to the IVRose website they were founded in 2015 and ship to 220 across the world, offering a “unique shopping website with a distinctive tone focusing on women's fashion.”

The bottomless pyjamas are causing a stir on the internet (IVRose)

Yet why the advert has targeted so many people is unclear.

Experts believe one likely reason is that its target parameters – usually set to appeal to a specific niche – are much broader than usual, and so the goal may have been to reach an entire gender or age group.

Experts have also warned that the goal of the strange image might be to entice users to click onto the product so that they can be targeted by similar items in future.

Conor Ryan, the co-founder of the social media advertising platform StitcherAd told Business Insider: “These are what I would call 'opportunity brands' that have a very short life span.”

This is a tool often used by fast-fashion brands, who sell cheaper clothes intended to be bought in high volumes.