This post first appeared on Fashionista.com
If we’re basing it on sheer volume of pranks, Google probably wins April Fools’ Day. But, perhaps seeing the “holiday” as a prime marketing opportunity, the fashion world got in on the fun as well — some of them incorporating elaborate videos and impressive new products into their jokes.
Here are a few brands and retailers that almost had us fooled…
Hunter introduced a new open-toe Wellington boot just in time for festival season. Referred to as the “latest in product innovation” from the brand, the design is a replica of the original rain boot first introduced in 1955 but with a new focus on breathability. “This revolutionary design enables air flow to circulate from the opening at the toe, traveling along the footbed to then exit at the top of the boot (and vice versa). The wearer is afforded a truly ventilated experience. This new technology is expected to represent an industry changing moment for rubber footwear,” read the fictitious write-up.
Bonobos made fun of the wearables market with the “launch” of a line of tech-enabled shirts, blazers and jeans meant to make “living your life as effortless as your style”. In the above video, a man demonstrates the capabilities of a washed poplin shirt. There’s “wi-fiber” that keeps you constantly in contact with a female voice seemingly inspired by Spike Jonze film, “Her”; smart fabric that knows when you’re lying based on your body temperature; and a feature that posts things to your Facebook wall, sometimes when you don’t want it to.
This would be clever if it weren’t creepy: UK department store John Lewis announced a new hi-tech electronic mirror that will provide shoppers with their precise measurements in seconds. The Scanning Computer and Mirror (SCAM) system – note the first clue – was to be trialled in the retailer’s Isles of Scilly store – clue two – before being rolled out around the country. It will use technology similar to that in airports, allowing fit “advisers” to get an eyeful of customers, reported the Daily Mail. As a result, sales associates were to be given “special intimacy training so as not to infringe the customer’s dignity” according to the brand.
American Eagle Outfitters
“We pulled your tail” shouts the headline on American Eagle Outfitters’ blog today. It introduced the idea of a doggy line called American Beagle Outfitters a week ago, but what was intended to be an April Fools’ joke to raise money for the American Society for the Prevention of Cruelty to Animals (ASPCA), actually got such an overwhelming and positive response, the retailer is actually making it happen. A real canine collection is set to debut for Holiday 2014.
Lululemon promoted its new “Spray-On Yoga Pants” on its site today: It’s a $1200 can that pokes fun at the company’s see-through pants scandal of 2013. “Designed for lightweight flexibility and versatility, our newest innovation, Spray-On Yoga Pants, will take us to and through our practice without the fuss,” read the hilarious description.
Toms X Uber
Toms announced a partnership with Uber in a new initiative called shuberX. Basically, cardboard cars collect passengers and give them a pair of Toms shoes to wear as they run down the street. What’s great about this prank is that new Uber users who do actually enter promo code #shuberx when ordering a car will see $10 donated on their behalf to Footwork, TOMS’ partner in fighting podoconiosis. How very Toms of them.
On its men’s blog, Asos wrote a post chronicling the trend for beard bleaching. Those in the know are growing big bushy beards and then dyeing them radical new colors, like electric blue with purple highlights, it claimed. The e-tailer even attributed the trend to one “revolutionary Danish barber”: Alaxånder Alexandrå.
Here are couple of others we chuckled at:
Personal bra shopping site True&Co’s new kitten-themed sizing system
Statement anklets from Cupcakes and Cashmere
Lucky mag’s desks covered in Josh Hutcherson photos