The Bite Magazine - Spring/Summer 2025 - Issue 37

bitemen derlust to create an exciting adventure. It reflect- ed the brand’s denim-lifestyle ethos while seam- lessly integrating robust cotton for effortless style. Warm-weather patterns burst with florals and stripes in soothing shades of beige, blue, pink, and green, perfectly complemented by vacation backdrops. It includes boho dresses, flowing skirts, relaxing tops for women and chino-style trousers, refined shorts, and heritage logo t-shirts for men. Last season, Pepe Jeans London’s AW24 ‘Very Pepe’ campaign featured leading Bollywood actor and en- trepreneur Kriti Sanon, the brand’s first global brand ambassador of Indian origin, and top British model Oliver Cheshire. The campaign celebrated the brand’s unique British heritage and eclectic style, set against the vibrant streets of West London. It embodied the bold, edgy spirit of Pepe Jeans, blending classic so- phistication with modern flair. The campaign unfolded in two waves: the first paid homage to the brand’s denim heritage, showcasing all-denim looks against the vibrant reds of London’s iconic post boxes, telephone booths, and classic cars on the streets of Portobello. The second wave cap- tured the essence of West London living, featuring smart-casual styles for him and her, set against the backdrop of classic black cabs and the elegant white facades of Notting Hill. Key designs include a retro dark blue wash jump- suit for women and a sustainable denim set for men, comprising a regular-fit jacket and loose-fit, mid-rise jeans in a classic five-pocket style. The collection celebrates London’s boho heritage with iconic Brit- ish staples such as classic trench coats, leather biker jackets, wool-checked coats, and bohemian London floral print dresses. These styles are complemented by versatile shirting and knitwear seamlessly paired with the brand’s signature denim. Kriti returns in the ‘Very Spring, Very Pepe’ cam- paign with Canadian model Simon Nessman in a denim-led collection focused on London’s cool and vibrant streets. The SS25 collection continues to cele- brate its British roots, drawing inspiration from clas- sic collegiate cities across the UK. “With their warm sandstone buildings and dark wood interiors, these iconic locations provide the perfect backdrop for a collection that blends timeless charm with the confi- dent-cool attitude synonymous with Pepe Jeans.” With the spotlight on the denim lifestyle, a fresh take on cream and white denim is the key focus. Signature pieces include Tencel shirts and jeans in Pepe Jeans’ iconic light wash, while blue and white stripes bring a seasonal spring touch to knitwear and shirts for men and women. These versatile stripes add a pop