River Island captures ‘change blindness’ in date night campaign

River Island

River Island

River Island’s latest campaign is a twist on popular British TV show, First Dates, designed to capture the reactions of unsuspecting men as their dates switch outfits.

Three female actresses were hired to go on the real dates (from a long term relationship to an actual first meet), but then gradually changed their looks throughout the course of the evening. The responses of their male company were secretly filmed.

“Do you notice the little things that change right before your eyes? Scientists have been studying ‘change blindness’ for decades, and we at River Island decided to throw on our lab coats and put the phenomenon to the test,” the write-up reads.

The campaign is accompanied by editorial helping shoppers find outfits to wear on a date, as well as a competition for them to win a trip to Paris and a £200 shopping spree in the River Island Style Studio.