MILAN – Fashion is in the eye of the beholder. But even the most questionable looking accessories can dazzle potential buyers if slapped with a price tag of US$100,000.

This is how much Virgin America’s First Class Shoe recently sold for at auction, with 100% of the proceeds benefiting the charity Soles4Souls. Co-created by Virgin America, Eleven Inc., and SearchnDesign in Milan, Italy, the one-off kicks sold on eBay for a staggering price of $98,877.77.

The ‘Virgin American First Class Shoe’ is made with Italian white leather and features a stainless steel seat buckle, mood lighting and the Virgin America logo, similar to the features found in the airline’s first class cabin. It even boasts a phone charger and a video screen so that users can watch their favourite movie while on the go (although how they’re able to do so while wearing and walking in them remains to be seen).

In a promotional video, Virgin America created big buzz by highlighting the fact that there’s only one pair available in the world. Potential buyers lined up for the chance to own these exclusive kicks, racking up a total of 65 bids on eBay.

We’re still not 100% sold on the look of the shoes, but we give the airline huge props for being so inventive – and charitable.