Ivanka Trump is facing criticism for posting a photo of herself wearing a $5,000 gown on Saturday, after her father, President Donald Trump, signed an executive order that barred citizens of seven Muslim-majority countries from entering the U.S.

Critics are slamming the glamorous photo — which also features her tuxedo-wearing husband, Jared Kushner — as "sickening" and "tone-deaf" at a time when immigrants are being detained at airports across the US as a result of the executive order. [And does no one else notice that Jared Kushner's left-hand id resting comfortably on wife Ivanka's derriere - rather inappropriate for a celeb publicity shot.]

But one brand expert thinks the photo could be a brilliant and deliberate move designed to distance Ivanka from her father's policies.

"The dress picture says 'I don't necessarily want to be associated or aligned with the Trump administration,'" said Eric Schiffer, CEO of Reputation Management Consultants, which works with companies to overcome crises. "It shows that she is doing things that are asynchronistic, or not connected to Trump's actions."