Our New Icon

In the 45 years of our history, we have collaborated with some of the most relevant icons that have always been linked with our diverse London roots.

Dua Lipa for Pepe Jeans

Following in the footsteps of Kate, Alexa and Cara, the time is now for Dua Lipa.

“It was really cool to create such an epic and fresh new look for Pepe Jeans.”

As the face of our Spring-Summer 19 campaign, she is redefining what it means to be an icon with her honest connection to the world around her.

“I think everyone has an idea of what London style means, there’s something a bit more gritty about it.”
“I’m obsessed with the denim! Especially the double denim looks from the campaign.”
David Sims
Creative Direction
Lee Swillingham for suburbia
elin svahn
Damien boissinot
Lucia Pieroni