The Bite Magazine - Spring/Summer 2025 - Issue 37

Jada Brookes follows Pepe Jeans London’s SS25 ‘Very Spring, Very Pepe’ denim-led collection, focusing on London’s cool and vibrant streets. bitemen S ince beginning life as a weekend stall run by three brothers in 1973 at Portobel- lo Road Market, Pepe Jeans London has remained devoted to creating the world’s most exciting denim-led fashion. The diversity and mix of cultures that define London City also characterise the brand’s person- ality, providing a constant source of inspiration for its ex- tensive collection. Music, culture, fashion, London City, and denim contribute to its designs and aesthetics. Over the years, the brand has featured celebrity ambassa- dors and storylines to reflect its evolution and connection to London’s fashion and cultural landscape. Their first official campaign was launched in 1986, featuring Bruce Weber’s photography, which marked a significant step for the brand, aiming to articulate its message through a ‘sexy’ visual style. In 1993, American model Bridget Hall and Canadian actor Jason Priestley starred separately in the brand’s campaigns. Cristiano Ronaldo modelled jeans and underwear for the brand in 2005; Sienna Miller and Alexa Chung from 2006 to 2010; Cara Delevingne in 2013 and Dua Lipa in 2019. Brooklyn Beckham and Nicola Peltz have been recurring faces in campaigns, including the former starring in the ‘Caught on Camera’ campaign in 2022 alongside actress Daisy Jelley and model, content creator and business owner Sarah Lysander, shot in a library in one of Lon- don’s oldest hotels. Its 50th anniversary ‘I Love London’ theme in 2023, re- flecting the brand’s heritage and connection to its birth- place, included the AW23 ‘W11 Love from London’ col- lection featuring British model Lila Moss in Notting Hill and Ladbroke Grove. A guided tour of Portobello Road showcased the brand’s heritage, and a retrospective of Pepe Jeans’ advertising campaigns highlighted the evo- lution of the brand’s image. The celebration ended in a party at Loft Studios, a venue between its initial offices and its first store. ‘Take Me Somewhere’ for SS24 took the feeling of wan-