We always like to say to ourselves that it’s better to move away from materialistic pleasures. Additionally, we scoff at models who’re the personification of materialism and spend their whole lives selling whatever is trending in the market. However, we’ll be lying if we say we don’t want to have a portion of the kind of attention they get just by wearing some clothes.
Models and fashion designers live a very glitzy life. And thanks to the existence of Instagram and Twitter, we get to have a glimpse of what goes on in the events they attend. However, it’s very expensive to attend them as an audience. So, following the saying “Necessity is the mother of invention”, one freelance writer found a cost-effective way to do the same.
Freelance writer, Oobah Butler attended the Paris Fashion Week as fashion designer, Georgio Peviani. However, the funny thing is, Georgio Peviani doesn’t exist.
“I arrived in this centre as Georgio Peviani, the designer. Slapped down the card and just acted casual. Five minutes later, they come back and hands me this. Georgio Peviani has got himself an entrance [to Paris Fashion Week].”
Butler wanted to see how easy it was to get into the Mecca of fashion. So, he took some jeans from a shop based in Brixton, that were being sold under the name of Georgio Peviani. Then he created a website, printed some business cards and went straight into Paris Fashion Week as Peviani. And surprisingly enough, nobody questioned who we was.
Butler got to enjoy free beer, passes into after-parties and attention from fashion bloggers and social media influencers. However, he was nice enough to reach out the real guy who made this knock-off brand, Adam Asmal. He said,
“I own the Georgio Peviani brand. We were looking into the names and then we decided that Georgio Peviani sounds nice and looks good. People when they want to buy Armani jeans, it costs then 150 quid. Our jeans were costing 50-35 pounds.”
Adam Asmal is originally from Zambia. However, he had left his hometown back in 1982 to stay in London UK. He had created the Georgio Peviani brand in the early-90’s. Since then, he has distributed its products the brand worldwide for nearly 30 years. And if you’re wondering how he did so, that’s because Adam always made sure that the clothes were of high quality.
You can watch Butler’s journey into Paris Fashion Week as Georgio Peviani here:
As Adam works in a small shop in London, Butler made sure he got some traction for creating Georgio Peviani. So, he did an entire photo-shoot to feature his clothes and kept the website active so that people can do business with him. And although this sounds cool and all, please don’t try this yourself because the fashionistas will probably be on alert from now on.