Denim Mag


Pepe Jeans London introduces its rock’n’roll family for Autumn 2011.

International denim brand Pepe Jeans London underlines its rock’n’roll credentials for Autumn 2011 with a new fly-on-the- wall ad campaign offering an access-all-areas glimpse into the secret life of a fabled rock band.

The campaign’s fictional storyboard follows the bohemian and sometimes hedonistic exploits of an imagined gang of widely adored minstrels and their rag-tag assortment of friends, family and followers.

Shot against the aristocratic backdrop of Edwardian country house Sennowe Park in the heart of Norfolk, England, the campaign’s storyboard captures the wild-child essence of 1970s rock’n’roll folklore and repaints that world of beauty and youth, glamour and excess with a contemporary brush.

From lazy days spent loafing around the decadent drawing rooms and grounds of the mansion, through to endless evenings spent jamming and partying, the campaign provides a sneak look through the lens at the lives of a family of friends who just happen to be rock’n’roll royalty.

Our free-spirited band of seven – three guys and four girls – brings together some of the hottest emerging talent in the world of modelling as well as some of the most celebrated names in fashion. Among the mix is Australian model Bambi Northwood-Blyth who, armed with a set of dramatic eyebrows and a striking wrist tattoo featuring her Disney namesake, has made as much of a mark as much in front of the lens as she has on the designer runways.

Other names joining Bambi include supermodel Jessica Miller who, besides appearing on the cover of countless fashion magazines, has been the face of various global campaigns including the Summer 2005 Pepe Jeans London campaign where she was joined by Real Madrid striker Christiano Ronaldo. Another familiar face to Pepe Jeans London campaigns is Brit-boy Jamie Strachan who, since his appearance in Pepe’s Spring 2009 campaign shot by Steven Meisel, remains among the most in-demand male models in the world.

The multi-dimensional Autumn 2011 campaign is the brainchild of widely celebrated creative team Tom Hingston, Warren Du Preez and Nick Thornton Jones. Alongside the traditional print ad campaign, the creative team shot a behind-the-scenes film featuring the escapades of the Pepe Jeans London rock’n’roll family, as well as an attention- grabbing movie featuring one of the Pepe campaign girls getting wild behind a drum-kit. Featuring a soundtrack which music aficionados will recognise as a remix of Drums Of Death by James Lavelle’s cult beats collective Unkle.

The drum-solo movie is being primed for viral web fame and is set to be released online closer to the unveiling of Pepe Jeans London’s Autumn 2011 collection.

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