"If we are going to talk about embedding," says Johnson, "I've been embedding in my stories for years. I think I invented the technique."
Johnson claims to have embedded himself in at least 100 stories in the last 2 years alone. He has been embedded in a wide range of subjects, from Elle MacPherson to Rachel Hunter.
"Sure the action can get hot and heavy, but that's what separates the men from the boys," says the cocksure Johnson. "You have to be ready for anything at a moment's notice. You never know when a husband or boyfriend might get home early from a business trip, or the subject's female massage therapist will join in. You have to be able to think on your feet and control yourself no matter how tight the situation around you gets."
And like the embedded correspondents in the war, Johnson says there is also a code of conduct in the fashion world that limits exactly what sensitive information can be reported.
"You can't just report everything you know. Reporting just how dependent the fashion industry is on drugs and puking or detailing Cindy Crawford's pee-pee fetish would only hurt the industry and more importantly, my career."
Johnson says it's about time his techniques have been noticed and incorporated into mainstream news.
Others doubt the claims the reporter has made, some out of past experience with Johnson.
"Yeah, Jake thinks he invented a lot of techniques," says MacPherson, who was covered by Johnson early in her career. "Not only has he not invented any interesting techniques, but he's not that great at the ones he knows."
