While the Pepe Jeans Spring/Summer 2009 ad campaign featured only French model Julien Quévenne in mostly denim outfits, the ads for Pepe Jeans London go for a more organic vibe with a group of friends chilling out at a beach house.
Shot by Steven Meisel, the campaign features models Danny Schwarz, Jamie Strachan, Daria Werbowy, Anna Jagodzinska, and Boyd Holbrook.
Implications - Fashion ads sell style and a lifestyle; in particular, campaigns for summer fashion emphasize the laid-back attitude that rules the season. These denim ads take place at a beach house, which cause the viewer to recall carefree summer days when partying and hanging out with friends was a priority.
Key Themes Behind This Trend
- Organic Vibe Campaigns
- Brands should consider incorporating an organic vibe into their ad campaigns to resonate with consumers seeking a laid-back lifestyle.
- Summer Lifestyle Ads
- Fashion brands should focus on creating summer-inspired ad campaigns that evoke feelings of relaxation and carefree living.
- Group Hangout Campaigns
- Ad campaigns featuring groups of friends in casual settings can create a relatable image for viewers.
Where This Applies
- Fashion
- Fashion brands can utilize the organic vibe, summer lifestyle, and group hangout trends in ad campaigns to attract consumers seeking a carefree and laid-back lifestyle.
- Travel and Tourism
- The organic vibe and summer lifestyle trends can be incorporated into travel and tourism ads, promoting destinations that offer a similar atmosphere of relaxation and carefree living.
- Food and Beverage
- Brands in the food and beverage industry can use the group hangout trend to promote their products for casual hangouts with friends and gatherings.
