Pepe Jeans London, the AWWG-owned casualwear brand, has launched its AW24 campaign, dubbed Very Pepe. In a first, it stars leading Bollywood actor and entrepreneur Kriti Sanon, alongside top British model Oliver Cheshire. Sanon is the brand’s first global brand ambassador of Indian origin. 

The company said the campaign “celebrates the brand’s unique British heritage and eclectic style, set against the vibrant streets of West London. It embodies the bold, edgy spirit of Pepe Jeans, blending classic sophistication with modern flair”.

The first wave of the campaign focuses on the label’s denim heritage, showcasing all-denim looks against the reds of London’s post boxes, phone booths, and classic cars on the streets of Portobello. 

The second wave “captures the essence of West London living”, featuring smart-casual styles against the backdrop of classic black cabs and the elegant white facades of Notting Hill.

It’s all designed to make the most of a collection that blends contemporary fashion with heritage, featuring pieces “that tell a story and are always supported by denim”.

Key items include a retro dark blue wash jumpsuit for women and a sustainable denim set for men, comprising a regular-fit jacket and loose-fit, mid-rise jeans in a classic 5-pocket style. 

Playing up the London link, there are British staples such as classic trench coats, leather biker jackets, wool checked coats, and boho floral print dresses, as well as shirting and knitwear, plus lots of  signature denim.

As the collection and campaign debut, selected Pepe Jeans stores will host exclusive in-store experiences with interactive displays to help visitors explore the collection up close.