Like counterfeit goods sold globally, the name Georgio Peviani exists as a mysterious brand. A deep dive into Paris Fashion Week reveals the enigma of this non-existent designer.
The first step was securing the domain www.georgiopeviani.com and crafting a website that mirrors the superficiality of the fashion world. An email address, [email protected], completed the digital persona.
Armed with a new identity and a collection of Peviani jeans sourced from Brixton Market, the journey to infiltrate Paris Fashion Week began. Navigating the city, a chance encounter with a denim-clad stranger led to the discovery of Palais Brongniart, a hub of fashion week activity.
Presenting a simple business card was enough to gain access, highlighting the superficiality often associated with the industry. Networking events provided opportunities to connect with influential figures, including a renowned creative director who offered insights into exclusive parties.
At a party, a German menswear model, intrigued by the “populist” appeal of Peviani jeans, further elevated the brand’s visibility. Another chance encounter led to an introduction to Mickey, an Italian designer, who mistakenly believed Georgio Peviani was a fellow Italian designer.
Leveraging Getty Images’ ban on retouched images, a bold strategy emerged: showcasing unedited photos. Sneaking into the Vivienne Westwood show by posing as a significant guest led to placing Georgio Peviani cards on front-row seats, including that of Vogue’s editor.
Brazilian influencers further amplified the brand’s reach through Instagram stories. At Alexa Chung’s after-party, the faux designer mingled with fashion elites, solidifying Georgio Peviani’s presence within the industry.
An invitation to a private viewing of Veronique Leroy’s new collection provided access to the highest levels of Parisian fashion. Trying on a dress worth a fortune solidified the illusion of Georgio Peviani as a prominent figure.
The investigation into Georgio Peviani’s true identity led to Adam Adam, the owner of Denim World in London, who confessed to creating the brand over 30 years ago. Adam’s goal was to create affordable fashion accessible to everyone, unlike the exclusivity of brands like Armani.
