Pepe Jeans London x Dua Lipa

Pepe Jeans London x Dua Lipa

Suburbia was tasked with re-vitalising Pepe Jeans London. Our brief was to define the new ‘Pepe Girl’ for a contemporary, global audience. The challenge was to evolve the brand’s identity while staying true to its London heritage and youthful spirit.

We proposed the brand establish a long term partnership with rising British star Dua Lipa.

A series of campaigns evolved the brand narrative ultimately leading to the creation of Dua Lipa x Pepe Jeans capsule collection.

Campaign photography by David Sims

Campaign photography by Inez Van Lamsweerde and Vinoodh Matadin

Campaign photography by Charlotte Wales