# Male Denim Oversaturation Pepe Jeans Ad Promotes Rocking The Canadian Tuxedo By Bianca | Published 2009-01-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pepe-jeans-2009-julien-quevenne References: [homotography.blogspot](http://homotography.blogspot.com/2009/01/julien-quevenne-for-pepe-jeans.html) & [pepejeans](http://pepejeans.com/denim/) Denim on denim: it's what some jokingly refer to as the "Canadian tuxedo," and it's what Pepe is promoting in the Fall-Winter 2008-2009 ad campaign. The youthful-looking male model featured is Julien Quévenne, the pale-skinned sensation from the 2009 [Dolce & Gabbana](https://www.trendhunter.com/trends/designer-installations) ads in which he wore an eyepatch. The rest of the Pepe Fall/Winter 2008/9 campaign shows the husky-eyed hunk clad in lots of [dark fashions](https://www.trendhunter.com/trends/levis-and-jjjjound), heavy on leather, and including some more rugged pieces like a plaid shirt. Check out some more [denim fashion](https://www.trendhunter.com/trends/denim-coverall-vintage) below. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 74% | Activity: 33% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Denim Fashion Sustainability:** Brands are innovating the denim industry with sustainable practices to reduce the environmental impact of denim production. - **Gender Fluid Denim Fashion:** The industry is shifting towards gender fluid denim fashion, with brands creating denim pieces that can be worn by anyone. - **Virtual Try-on in Denim Retail:** The use of virtual try-on technology in denim retail is revolutionizing customer experience and improving sales for the industry. ### Sectors Adopting This - **Fashion:** The fashion industry is constantly innovating denim fashion with new designs, sustainability practices, and technologies. - **E-commerce:** E-commerce platforms are utilizing virtual try-on technology to improve customer experience and sales in the denim retail industry. - **Sustainability:** The denim industry has a increasing focus on sustainability, with brands adopting eco-friendly practices to reduce environmental impact. ## Related on Trend Hunter - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [K-Pop-Joined Denim Campaigns](https://www.trendhunter.com/trends/mingyu-fall-denim.md) - [White Denim Fashion Collections](https://www.trendhunter.com/trends/house-of-hellmanns.md) - [Purposefully Stained Luxe Trousers](https://www.trendhunter.com/trends/pee-stain-denim.md) - [Designer-Approved Western Apparel](https://www.trendhunter.com/trends/dapper-dan-1.md) - [Fall 2025 Collection Launches](https://www.trendhunter.com/trends/fall-2025-collection.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Curated Denim Capsules](https://www.trendhunter.com/trends/fall-24-collection.md)