Pepe Jeans London Celebrates 50 Years with ‘I Love London’ Brand Campaign
Pepe Jeans London is fêting 50 years in business with a campaign dedicated to its home city.
The U.K.-founded denim and lifestyle brand has launched the “I Love London” capsule collection as an homage to its heritage. With photos set against the backdrop of the city’s most recognizable landmarks, the India-focused brand campaign showcases London’s history and modern appeal.
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The range offers premium denim pieces including loose and tapered-fit jeans,a color-blocked hoodie, a shacket with double-flap pockets, a hooded parka, yarn-dyed check shirts, T-shirts, crew necks and hats.
“This campaign embodies the essence of Pepe Jeans London, where timeless fashion harmonizes with the dynamic beat of London,” Pepe Jeans London CEO and managing director Manish Kapoor said. “We are thrilled to introduce our AW23 collection, a fusion of classic denim and modern style that appeals to fashion enthusiasts from all walks of life.”
Kapoor added that the autumn-winter 2023 collection was designed with Indian shoppers in mind, “as it artfully combines the iconic fashion legacy of London with the vibrant and diverse fashion landscape of India.” Fusing classic denim silhouettes with trend-forward streetwear styling, the line was designed to appeal to a variety of tastes, “and celebrates the dynamic style sensibilities that define fashion enthusiasts in India.” The brand said it featured a popular model of Indian origin to strengthen its connection with Indian consumers in London and abroad.
The half-century-old label has leaned on its London roots in past seasons, showcasing some of the U.K.’s most notable talents across its campaigns. Last year, to celebrate the opening of its Barcelona store, Pepe launched the “Caught on Camera” campaign featuring Brooklyn Peltz Beckham in his fourth collaboration for the men’s collection, as well as actress Daisy Jelley and model, content creator and businesswoman Sarah Lysande. Photo and video assets were shot in the library of one of London’s oldest hotels and on city streets.
The I Love London collection is available at all Pepe’s branded retail stores, including its London location on Carnaby St., as well as department stores and outlets. Priced at 25-95 pounds ($30.31-$115.18), the range of men’s, women’s and unisex staples is also stocked on the brand’s website and on partner e-commerce sites.
