Pepe Jeans anniversary AW23 campaign stars Lila Moss and Rita Ora

Pepe Jeans London is celebrating its 50th anniversary in some style with two closely-linked autumn/winter ‘I Love London’ campaigns featuring British model Lila Moss and then singer-songwriter Rita Ora.

The London-born denim lifestyle brand presents collaborations with the two “London style icons that pay homage to the capital’s
timeless heritage”. 

First revealed is the ‘W11 Love From London’ campaign, shot by photographer Alasdair McLellan, capturing Moss as she embarks on a journey through the streets of W11, including the Notting Hill and Ladbroke Grove neighbourhoods in West London. 

Each location complements the London boho looks from the AW23 collection, “creating an enchanting narrative that captures the true essence of Pepe Jeans’ birthplace”. 

Moss showcases styles including denim pieces made from 100% recycled fibres, a houndstooth wool coat with military details, a wide-leg chino in soft corduroy, baggy palazzo pants with a relaxed fit in a soft twill fabric, and a double-breasted houndstooth wool-blend blazer, to name just a few. 

Then in October, the brand releases the ‘London After Hours’ campaign, featuring Ora. Shot by Dan Jackson, this campaign takes inspiration from the “timeless fun of nights in London”, showcasing Holiday celebration outfits that “embody the spirit of the city”. 

Both campaigns were styled by British Vogue Fashion Director Julia Sarr-Jamois, and creatively directed by Lee Swillingham and Stuart Spalding of Suburbia.