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

By: Ayman - Published:   Updated: Mar 24 2011 • References: pepejeans & fashiontography.blogspot
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. Stats for Chillaxin' Denim Campaigns Trending: Older & Mild
Traction: 10,791 clicks in 321 w
Interest: 4 minutes
Concept: Chillaxin' Denim Campaigns
Related: 72 examples / 55 photos
Segment: Females, 18-55
Comparison Set: 26 similar articles, including: hippy cowboy fashion, disco meets bohemian chic, and male denim oversaturation.