As the temperatures rise, Pepe Jeans London is turning up the heat on style with the launch of its Summer 2025 campaign, Very Summer, Very Pepe. This season, the iconic British brand reimagines its classic denim roots through a modern lens, bringing timeless fashion to life with a nod to its heritage and the easy elegance of summer dressing.
Set among the storied campuses and cobbled streets of the UK’s most charming university towns, the campaign radiates sophistication and heritage. The visual narrative pays homage to Britain’s rich academic culture — think sandstone buildings, vintage wooden interiors, and ivy-covered archways — all while infusing the relaxed energy that Pepe is known for.
With this campaign, Pepe Jeans seamlessly blends British tradition with contemporary fashion, spotlighting clean silhouettes, airy textures, and an unmistakable denim-driven aesthetic.
At the heart of this collection is denim, redefined for summer. The campaign champions a clean palette of cream and white denim, perfect for sun-soaked days and breezy evenings. These pieces serve as versatile wardrobe staples that move effortlessly from laid-back afternoons to elevated summer evenings.
Rounding out the collection are lightweight tencel shirts, Pepe’s signature light-wash jeans, and sharp blue-and-white striped knits and shirting, all curated to offer a crisp, confident look for both men and women.
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Inspired by collegiate style with a high-fashion twist, the Summer 2025 range also features an array of preppy essentials — including breathable linen shirts, polished polos, and smart-casual jackets. These pieces are designed to bridge the gap between effortless comfort and refined style, making them ideal for those long summer days that flow into warm, stylish nights.
Adding international flair and fresh energy to the campaign, Bollywood sensation Kriti Sanon and renowned Canadian model Simon Nessman headline the visuals. Their dynamic presence encapsulates the campaign’s spirit — a perfect balance of global style and British authenticity.
Through their portrayal, Pepe Jeans delivers a message of confident, carefree fashion, inviting wearers to embrace summer with a look that’s equal parts nostalgic and now.
