Why go to all the trouble of building social media buzz when you can just fake it and achieve the same thing?

That's the genius behind this new campaign from DKNY to promote the launch of its newly renovated London store in the run up to the Olympics.

Aliza Licht, SVP of global communications, created a video touting the spectacular sensation sparked by the party to celebrate the opening. Recruiting celebs and fashionistas, the video chronicles the Twitter storm and social media squall that never was - thus creating the real thing in an instant.

As Licht tells the Wall Street Journal, such fakery is fair game in promoting an actual event.

Brilliant.

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