Call it the $4.95 frock that rocked the fashion world. It costs less than a Grande Caramel Frappuccino at Starbucks, according to Vogue, and it’s cheaper than a six-piece Chicken McNuggets Value Meal at McDonalds. You could take that money to your neighborhood CVS and still come up short on a $5.99 tube of Wet N’ Wild Shade Adjusting Foundation. Although H&M has been trumpeting its “high fashion, low cost” ethos for years, the Swedish fashion retailer has reached a new nadir with its freshly slashed prices—cheap even by fast-fashion standards. And that vertically striped, sweetheart-neckline cocktail dress may just be the beginning.