Some of the most lavish fashion houses spend thousands of pounds creating a perfume campaign that will entice shoppers.
But one photo proved that all it takes is a little unfortunate wording to spark derision and mockery – and lead to a social media meltdown.
An eagle-eyed shopper snapped a photo of a sign at Westfield shopping centre bearing the helpful instructions ‘Please use the escalator by Prada’ – and captioned it: ‘Worst. Perfume. Name. Ever’.
London-based Joe Harland’s wry words suggested that luxury Italian fashion house Prada has released a new scent titled: ‘Please use the escalator.’
He posted the shot to his Twitter account on Saturday after spotting it at the London shopping centre – and the photo quickly garnered over 4,000 likes.
Twitter users went into meltdown coming up with various puns and suggestions for limited-edition releases as a result.
Jake Brown wrote: ‘waiting for the follow up: Scent of a Crowded Elevator.’
And it wasn’t long before the puns started pouring in, with one user commenting: ‘Designed to give the user a lift?’
Stuart Greaves added ‘There will be some people who get a rise out of this, lol.’
Chris Hawkins commented: ‘Sales may go up with a name like that, but after a while, have to go down (sic)’.
And Jake Collie mustered all his powers of wordplay to offer this nugget of comedy gold: ‘Amazing advert. Can’t help but stair at it.’
James Sklar managed to find even more comedic nuance in the picture, suggesting that Prada had created an escalator to rival fellow Italian designer Gucci.
He wrote simply: ‘The Gucci Escalator is broken.’
One user with the handle @briankardell inquired: ‘I wonder if they recommend a different scent in case of fire.’