In early 2003 the SARS epidemic became a matter of intense public concern. Thousands of people sought to protect themselves from airborne germs by wearing surgical masks. In April 2003 a photo (top) appeared online apparently showing the model Eva Herzigova modeling a new Louis Vuitton designer SARS mask.

The image was quickly exposed as a hoax when the original version of the image (bottom) was located. It came from the eluxury online fashion store and showed Herzigova without a mask, modeling only a Louis Vuitton handbag.