Georgio Peviani is a denim brand from East London that has been thriving since the early 90s. Though endorsed by the likes of Parisian designer Veronique Léroy. Alexa Chung. And Brazilian Instagram influencer Raquel Minelli, Peviani is most at home on the markets of London. It is a brand made for everybody; of the highest quality, yet there’s not a piece in the collection that costs more than £30 to purchase.
Some stories are so wild, you just can’t make them up, especially at Paris Fashion Week. The tale of Georgio Peviani is one of those stories.
Georgio Peviani is not a real person. Georgio Peviani is a discount market jean brand. Intended as a knockoff of fashion giant Giorgio Armani. Peviani’s jeans retail for around $40, while the real Armani’s can run upwards of $100. But how big of a difference is there, really? When it comes to fashion, isn’t the hype half of the battle?
VICE contributor Oobah Butler, professional phony, decided to test this theory. Butler went to Paris Fashion Week undercover as Georgio Peviani. He managed to schmooze himself an entrance pass. Then invited us to PFW after parties and all the way into the hype machine. Within a few days, he’d convinced fashion designers, models, bloggers. And the entire Internet that Georgio Peviani was not only a real man. But the up-and-coming designer of the year.
Watch this video to see how he pulled it off, and stick around for the surprise heartwarming ending.