Not quite there yet...
This is actually a load of buffalo biscuits, although I don't think real fraud is intended.
The original article reveals that this photograph, among others, is a simulation of a working garment, using a well-known in-camera projection trick. A similar front-projection system with retroreflective material was first used extensively to project scenery onto a backdrop behind actors in the movie "2001: A Space Odyssey." In this digital age, the technique is not used as often.
The Ananova article mentioned this in passing as a special "viewfinder."