The Whole Lyst-Is-Selling-Live-Dogs Thing Is Probably, Definitely a PR Stunt

Lyst

“OK, wait, so, should I get a French bulldog with my YSL bag, or a large border collie?” What sounds like a deleted scene from “Legally Blonde” is actually a question shoppers can “ask” themselves while browsing e-comm site Lyst, which announced Tuesday it started selling “a new range of puppies and dogs,” which are referred to as “one of a kind accessories guaranteed to make an impact.” Har har.

Despite the morning’s manic headlines, it’s obvious this a joke of some sort. A vetoed April’s Fool’s prank pushed live by some hungover IT guy. Another “provocative” campaign promised by the site’s head of global communications Joanna Christie. (Lyst pulled another “prank” on the world the week after April Fool’s, when it blasted a press release stating the site was holding a DHL driver hostage after “kidnapping” him in return for 1,000 DHL T-shirts that bear resemblance to Vetements’s $330 version. Double har har.)

Lyst

I tried to preorder a $420 Cavalier King Charles Spaniel (“Made famous by Charlotte York-Goldenblatt in season six of Sex And The City, [this dog] is adored by fashionistas, who consider the prestigious pup the perfect addition to relaxed athleisurewear, or a more regal ensemble”) and was taken not to a checkout area but to my computer’s mail function, where I’m prompted to set up a new account. Plus, my attempt to place an order only links to an email address ‘caninecare@ly.st‘

And then there’s the issue of ordering live animals on the same site you’d order a Moschino bag—probably not kosher—and the heavy-handed copy makes it read more like fashion-industry ribbing than anything else. According to the Mirror, Lyst also recently hired noted “controversial” marketer Christian Woolfenden who oversaw the infamous 2014 Oscar Pistorius ad that prompted more than 5,000 complaints to the Advertising Standards Authority.

People on Twitter, obviously, aren’t taking this lying down, with many wondering if it’s a sick stunt. Yeah, a stunt to get the entire Internet talking about Lyst. Until proven wrong—I’m going with “fake.”