Max Fosh, a 30-year-old London-based YouTuber famous for elaborate pranks, recently revealed a story that still makes him cringe. During an appearance on the Spent podcast hosted by Matt Edmondson, he talked about his most extravagant purchases and admitted one particular stunt went further than planned. While visiting New York, Fosh decided to test how much special treatment he could receive by pretending to be a member of the British royal family. He created the fictional title Earl of Luton and set out to see what doors it would open on one of the world’s most exclusive shopping streets.
To pull off the deception, Fosh hired two large bodyguards to flank him as he walked along Fifth Avenue. He dressed in a sharp suit to complete the aristocratic look. An American friend accompanied him, acting as a personal assistant who would enter stores first to announce the imminent arrival of royalty. “Just so you know, a member of the British royal family is arriving soon. Can you do something to make his stay as pleasant as possible?” the friend would say to staff members.
The reaction was immediate in one high-end boutique. Employees grew visibly excited and quickly cleared an entire floor for the supposed nobleman. Fosh deliberately pointed at items he found unattractive just to watch the sales advisors lavish praise on his taste. He enjoyed seeing them insist that practically everything suited him perfectly, no matter how questionable the piece.
Encouraged by the success, Fosh selected four items and headed to the register. The total came to $2,500. His original plan was simple: buy the clothes, enjoy the VIP treatment, then return everything a few days later for a full refund. It seemed like the perfect harmless prank with no real financial downside.
Things unraveled almost immediately after he left the store. While checking his phone, Fosh discovered a direct message on Instagram from one of the saleswomen. “I knew it was you. I knew it was a prank,” the message read. She had recognized him from his YouTube videos and seen through the entire act.
Panic set in quickly. Fosh contacted a lawyer to ask whether he had broken any laws by misleading the staff. The lawyer reassured him that while he had certainly fooled people, he had not committed a crime since he paid full price for the items. Still, to avoid any possible complications, the lawyer strongly recommended keeping the purchases and not attempting returns.
In the end, Fosh followed the advice and kept everything he bought. Among the items was a Greg Lauren shirt that turned out to be extremely sheer. “I had to keep the Greg Lauren shirt, which I then wore and it’s so transparent that you can only see my nipples from the front,” he told the podcast audience with a laugh. The prank that was meant to cost nothing ended up setting him back $2,500.
Fosh later admitted he regretted the whole episode. What started as a fun experiment in social engineering became an expensive lesson in how quickly recognition can spoil even the best-laid plans. The experience highlighted the risks that come with pranks in the age of social media, where fans and followers can identify public figures in seconds. Despite the financial hit, he has continued creating content, though this particular story stands out as one that got away from him.
Fifth Avenue remains one of the most famous luxury shopping destinations in the world, lined with flagship stores from brands like Tiffany & Co., Saks Fifth Avenue, and Bergdorf Goodman. It attracts wealthy shoppers and celebrities year-round, and staff are trained to provide exceptional service to high-profile clients. Impersonating nobility or celebrities for personal gain occasionally makes headlines, but cases rarely result in criminal charges when actual payment is made. British noble titles like Earl are part of a historic peerage system, often tied to specific places or families, and fictional titles are sometimes used in comedy or satire without legal consequence.
Do you think elaborate pranks like this are worth the risk, or should creators stick to safer ideas? Share your thoughts in the comments.
