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Only when the site’s staff deem an applicant to be a “quality product” is he allowed to join.

As you’d expect, which now has almost 30,000 users, has not escaped criticism, with some suggesting it to be sexist. In a country where a former prime minister is on trial for buying sex from an underage prostitute and semi-naked showgirls are constantly being paraded on television screens, isn’t Vavassori simply turning the tables and objectifying men?

“After publishing their profile, women are literally inundated with dozens of messages from male users, half of which are of a sexual nature.” It was with this in mind that Milan-born Vavassori started Girl Shop, a free dating website that’s been active since February and encourages women to combine their love of shopping with dating.

The concept is simple: female users of the site are invited to go shopping for men.

Not so - the difference is that the site is ironic, he says.