I’ve been eagerly waiting to see the new Pepe Jeans campaign…and here it is: ‘Pepe was here’… definitely a great step in the right direction. It captures a truer form of Britain, or perhaps what we, as British, prefer to see. Rather than the imagery from the A/W 11 campaign, where I feel it was the stereotypical image of what other countries tend to think of us.

This S/S campaign seems to be targeted more at the UK this time, rather than their bestselling European countries, such as Germany, France and Spain. The focus is british youth culture and holds a slight ‘back in time’ feel.

I believe this new concept holds potential for the brand to develop again within the UK…suppose we’ll have to wait and see!