Johnny Diamandis was brought in to design and launch Fake London Genius, the seminal diffusion denim line from the established Fake London mainline. While the founder of Fake London brought creative vision in artwork and embellishment, there was no prior in-house denim or sweats expertise. Diamandis conceived and executed a pre-launch capsule, followed by the first three full collections, working in Italy and London.

Fake London Genius became one of the earliest luxury denim-led casualwear lines, influencing a wave of imitators and gaining commercial success in global boutiques and key directional stores. The brand also showed on the runway during London Fashion Week. Diamandis oversaw all design, product development, seasonal presentations, reporting to Four Marketing Ltd. and the Fake London founder.

All selected design work and press below by Johnny Diamandis, with the exception of cashmere sweaters.