Shopping for a winter jacket in Canada can involve more than simply trying it on, as one woman's video demonstrating a store's unusual fitting room has surprised millions of viewers online.

The room allows customers to test their outerwear in freezing temperatures before making a purchase, complete with a snowy mountain-themed interior designed to simulate winter conditions.

The video showcasing the fun fashion feature recently went viral and received over 18.7 million views on Instagram and another 5.6 million on TikTok in just a couple of days.

The video was shared by Josie Ewing, a Toronto- and Los Angeles-based social media creator who primarily posts lifestyle, beauty and travel-related content. Her posts frequently document interesting experiences, destinations and aspects of everyday life, with several of her previous videos attracting widespread attention on social media.

Ewing's latest video was filmed during a visit to a Canada Goose store, where she was shopping for a winter jacket. As part of the experience, she entered the retailer's winter simulation room, which was set to minus 15 degrees Celsius, or 5 degrees Fahrenheit.

The demonstration offered viewers a look at an unconventional retail feature intended to help shoppers assess how well a jacket performs in cold weather, particularly in a country known for its harsh winters.

@thatgirljosieee so it actually needs to be -40 + wind 😅 #canadagoose #canadianwinter #canadianwintersbelike #wintersnow #winterjacket ♬ Oh Canada – Symphony Orchestra Of Canada & Stefanos Karabekos

"Only in Canada would they have a -15 degree winter simulation room to test your jacket before you buy it," Ewing writes on her video as it begins, an instrumental version of Canada's national anthem playing over the footage.

In the video, a store employee opens a glass door, which leads into a small room. The door's reflection shows Ewing wearing a big pink jacket and filming before stepping into the room.

Once inside, she pans over to another door leading to another small room. The employee steps into frame and opens this door for Ewing as well.

Ewing steps into the room, gaping at the sudden cold she must feel. The room's walls are covered in fake rocks, which are themselves covered in fake snow, to give the room a mountain-like ambiance. The floor also has some of the fake snow on it.

Ewing films herself as she says something that isn't heard over the Canadian anthem. She then lays the phone against one of the walls and films herself posing in her jacket in the room.

"Coolest room in Toronto…literally 🥶," Ewing writes in her video's caption.

In the comments, people talked about how -15 degrees Celsius in an isolated area was underestimating how cold and windy Canada gets, with many saying that the room should be set to -40° and have a wind simulator in it.

Many people expressed that they thought the room was a great idea, while others deemed the room useless.