April Fools’ Day 2021 was not cancelled for fashion brands who took the opportunity to “launch” new products and prank their customers.
Boden new streetwear line, BDN 2.0
Founder Johnnie Boden explained: “At Boden, we are always looking at new ways to surprise and delight our customers. The whole brainstorming and creative process was enormously fun and we look forward to seeing our looks on the streets from Seoul to London.”
The “new line” includes platform shoes and a three-bag-in-one design.
Dune toilet roll heels
Dune London unveiled the Onaroll heel, which has built-in cushioning and comfort due to the double-ply technology of toilet paper…
“Just don’t get it wet!”
Primark livestream
Primark Cam, a 4/7 live stream will let you keep an eye on the stores even when they’re closed… for a brand which doesn’t have online shopping or worldwide shipping, this one hit a little too close to home for some fans who fell for it and commented “How useless is this?”
Joules’ woodland line
Wellies for herons, a faux leather crossbody bag for mice, sunglasses for squirrels and a sun hat for hedgehogs? This is the new collection for woodland animals that Joules is offering this April. “We’ve been squirrelling away at this project for so long and are thrilled to finally introduce it to the world! Pint-sized yet stylish, this new collection of clothing and accessories is available in a number of sizes, all the way from badger to dormouse. Prices will range from five acorns to a twig and a half.”
ASOS white noise
A new ‘white noise’ print is coming to ASOS… “Chances are, one of the first things that come to mind when you think ‘Asos’ is our monochrome print. We call it ‘white noise’ – and today, we’re unveiling an exclusive capsule collection covered in our bangin’ black-and-white beaut!”
IKEA designer dogwear
For something different, IKEA is venturing out into the fashion world with a brand-new line of designer dogwear… “Hund Couture: A new range of designer couture outfits for dogs, made from the iconic blue FRAKTA bags.”
