Teen Dua Lipa and Pepe Jeans are a perfect fit in more ways than one. Both were born in London and have become symbols of idiosyncratic British style. Long before joining Pepe Jeans, Dua Lipa was a fan of the brand’s advertising campaigns as a teenager. “Dua Lipa is one of the world’s fastest rising stars and has a style which perfectly fits the Pepe Jeans brand DNA “ said Mark Blenkinsop CMO. “The partnership marks a new milestone for the Pepe Jeans brand as we look to consolidate the brand presence in Europe and seek strategic growth in new markets, 2019 promises to be an exciting year for both Dua Lipa & Pepe Jeans as we will announce a number of initiatives to excite & engage consumers and the B2B trade customers”. The inaugural campaign is photographed by David Sims, the British photographer who began his career photographing musical icons including David Bowie, Nirvana, Bjork and Courtney Love and has since shaped the imagery of titles including Vogue, The Face and i-D. Sims previously photographed Daria Werbowy and Ashton Kutcher for a Pepe Jeans campaign in 2005, joining an illustrious list of photographers who have worked for the brand, including Steven Meisel, Bruce Weber, Steven Klein and Mario Sorrenti. The London-based photographer’s modern vision of beauty and style made him the perfect choice for working with Dua Lipa and Pepe Jeans is pleased to continue its collaboration with Sims. Visit Pepe Jeans London at www.pepejeans.com. l
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FLUENTIAL MARCH / APRIL 2019