Af­ter Tripad­vi­sor, VICE Con­trib­u­tor Oobah But­ler Takes on Paris Fash­ion Week

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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.

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