Pepe Jeans celebrates its half century with Lila Moss

Pepe Jeans celebrated its half century of existence in London this weekend with a photographic exhibition of its multiple media campaigns and a dinner to honor the protagonist of the new advertising campaign, Lila Moss.

Featuring work from fashion legends such as Bruce Weber, David Sims and Tom Munro, among others, the exhibition cleverly captured the brand’s young British DNA.

An exhibition held at “The Loft” on Scrubs Lane, Shepherd’s Bush, close to the original offices of the founding Shah brothers, who launched Pepe Jeans from a stall on Portobello Road in 1973.

“We wanted to celebrate our half century and suggest where we will go in the next 50 years. Pepe started in London and London is our heart. That is why we are in this wonderful city and that is why we celebrate it by saying I Love London,” said Marcella Wartenbergh, who became CEO of the Pepe Jeans group in 2019.

Guests were able to personalize the recycled Pepe Jeans denim jackets, which were given as gifts, with the inscription “I Love London” on the back.

Pepe Jeans is the largest brand of the AWWG group, which also includes the French preppy brand BCBG (Bon Chic Bon Gens) Façonnable, and Hackett, known for its essential British suits, as well as being an authorized distributor of Tommy Hilfiger and Calvin Klein . in Spain and Portugal.

Privately held AWGWG does not report annual split figures for its brands, but Pepe Jeans, based in Sant Feliu de Llobregat, Spain, is believed to turn over more than €300 million a year.

Although somewhat dormant over the last decade, the brand’s DNA remains strong and fertile, as its photographic exhibition made clear.

Dua Lipa excited in front of David Sims; Cristiano Ronaldo and Jessica Miller photographed by Steven Klein; Jordan Dunn looks sexy in front of Glen Luchford; Brooklyn Beckham and Nicola Peltz intertwine behind Luigi and Iango’s goal. Until then unknown and truly angelic Natalia Vodianova, photographed in 2001 by Nacho Pinedo.

With around 500 points of sale worldwide and no stores in China, the brand seems to have half the growth potential. It has already improved its position in the digital sphere, with 28% of sales coming from the Internet. Astute co-branding partnerships and smart pop-ups should ensure strong future growth.

Returning to the photographic campaign, called “W11Love from London” and shot by photographer Alasdair McLellan, the protagonist is Lila Moss, daughter of supermodel Kate Moss. The daughter of art thus goes from the most prestigious covers in the world to a journey with Pepe Jeans through the lively streets of W11, the neighborhood that includes Notting Hill and Ladbroke Grove in west London. Every view, every place, every environment matches the “London Boho” looks of the Pepe Jeans Fall-Winter 2023/24 collection, creating a story capable of expressing the true essence of the city in which the brand was born.

Lila wears the new styles of the collection, which include denim pieces made from 100% recycled fabrics, a houndstooth wool coat with military details, wide-leg chinos in soft corduroy, soft-cut palazzo pants in twill, and a houndstooth double-breasted jacket. in a wool blend.

The next date is in October, when Pepe Jeans London will launch “London after hours”, the other collaboration that will feature pop star Rita Ora. Shot by photographer Dan Jackson, the campaign is inspired by the fun of London nights, with outfits that will interpret the spirit of celebration and Christmas parties that animate the city.

The styling of both campaigns was in charge of Julia Sarr-Jamois (Fashion Director of British Vogue), while creative direction is provided by Suburbia duo Lee Swillingham and Stuart Spalding, famous for their work on Face, pop magazine, Love Magazine AND British Vogue.

with loop