New "Witchery" product at Woolies is causing quite the confusion.

Photo Credit: On File

Woolworths has just announced a new limited edition product from “Witchery” and the comments on the post are just too hilarious.

South Africa (04 April 2018) – Woolworths took to Facebook this week to announce a limited-edition jacket from their Witchery range… and the internet, as always, had some thoughts.

For context, Witchery is an iconic Australian fashion brand that launched inside Woolworths stores in South Africa back in March 2014. The label, which has been around since the 1970s, is known for its elegant women’s and children’s clothing, shoes and accessories. Think clean lines, neutral tones and runway-inspired looks that are wearable every day.

Witchery describes itself as “one of the most inspiring of Australia’s big fashion brands. A global style authority loved by Australians and New Zealanders since the 1970s. Ahead of the curve, Witchery’s fashion radar casts a worldwide eye, delivering feminine, fashion-forward collections that capture the latest ready-to-wear runway trends.”

Sounds harmless enough, right?

Apparently not for everyone.

Some South Africans who follow the Woolworths page had absolutely no idea that Witchery was an established international label. And assumed that the name had something to do with actual witchcraft. Cue the chaos in the comments section.

Woolworths Witchery — Photo Credit: Screenshot

From calling it an April Fool’s joke, to genuinely wondering if Woolworths was now “funding Satan,” the responses were wild. One user even went as far as warning that dabbling in “witchcraft” would lead to financial losses for the retailer.

Yes, really.

To be clear, Woolworths is not partnering with witches, Satan or any other supernatural entities, just a very successful Australian clothing brand with an unfortunate name misunderstanding.

If anything, the mix-up probably helped sales of that limited-edition jacket. Because nothing spreads faster than curiosity (and a little Facebook drama).

We’re sorry you got confused, but thank you, people of the internet, for giving us something to laugh about today.