Underground fashion

The fashion e-commerce platform has created a range of flyers that mimic the design of their official Metropolitan Transportation Authority counterparts. The posters make wry comments about the negative aspects of travelling on the subway, offering shopping on Lyst as a potential remedy. One example reads: ‘If you didn’t see someone peeing on the tracks today, you will soon. Prepare by storing endorphins. Looking good helps.’

Lyst created the campaign after analysing user data that showed that purchases in New York soared after work at 7:00pm. The research also revealed that each Manhattan neighbourhood had distinct shopping habits, with Soho exhibiting a 15% higher search volume than Midtown, for instance, although the latter had a 62% better conversion rate.

‘That smell on the train doesn’t always make sense and neither does fashion, but it’s a lot more fun. New York is a diverse city with so many different personalities that are often unified in their discomfort on the train,’ said a Lyst spokesperson.