Pepe Jeans London S/S '09 Chills Out in Beach House

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.