After Tripadvisor, VICE Contributor Oobah Butler Takes on Paris Fashion Week
After fooling Tripadvisor with his imaginary restaurant The Shed at in 2017 [the fake restaurant rose to #1 on the platform due to a clever marketing strategy encompassing invitation-only exclusivity, the use of influencers and a menu entirely based on moods], Journalist and VICE contributor Oobah Butler was back in the experimentation game, this time taking on none but the coveted Paris Fashion Week. In a now-viral video posted to VICE Australia’s Facebook page, Butler impersonates Georgio Peviani, a fake persona named after a discount market jeans brand he came across, and goes on to infiltrate PFW under this fake name.
Using all he right tactics of social media and networking, Butler managed to not only get an entrance pass but also convince an entire crowd of renowned fashion designers, influencers, models and industry professionals that Georgio Peviani was the next big thing for street fashion. But it doesn’t stop here, as Butler took things a step further by the end of his experiment, trying to find the actual man behind the Georgio Peviani brand. The two ultimately end up having a heartwarming conversation where the truth about the whole experiment is revealed, earning the real designer a complete look-book showcasing his jeans fashionably on hip models as a goodbye gift.