You should not insult someone's choices.
Sally asks Joe about his opinion on the dress she’s wearing, which Joe believes to be a bad fit for Sally.
Joe wants to be honest with Sally.
Joe tactfully tells Sally that the the dress doesn't look as good as he thought it would on the hanger.
Joe tells Sally that the dress looks hideous and questions her taste for even choosing it.
Sally is grateful for the advice and trusts Joe more in the future.
Sally is very offended and hurt, and stops talking to Joe.