# Chillaxin' Denim Campaigns Pepe Jeans London S/S '09 Chills Out in Beach House By Ayman | Published 2009-01-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pepe-jeans-london-spring-2009-steven-meisel References: [fashiontography.blogspot](http://fashiontography.blogspot.com/2009/01/steven-meisel-pepe-jeans-london-spring.html) & [pepejeans](http://www.pepejeans.com/) While the Pepe Jeans Spring/Summer 2009 ad campaign featured only French model Julien Quévenne in mostly [denim outfits](https://www.trendhunter.com/trends/fall-2025-denim-collection), 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](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam) sell style and a lifestyle; in particular, campaigns for [summer fashion](https://www.trendhunter.com/trends/fioretta) 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. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 65% | Activity: 16% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### 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. ## 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) - [Heritage-Honoring Immersive Campaigns](https://www.trendhunter.com/trends/the-number-that-changed-everything.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Relaxed Autumn Apparel](https://www.trendhunter.com/trends/fall-2025-denim-collection.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [K-Pop Star Denim Campaigns](https://www.trendhunter.com/trends/90sinspired-denim-campaign.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md)