Pepe Jeans London, the iconic denim brand that has been a global fashion staple since 1973, celebrated its remarkable journey of five decades in style during London Fashion Week.
The milestone event took place at renowned Loft Studios in West London, bringing together industry leaders, fashion crowds, and brand partners to commemorate the brand’s enduring legacy. As a brand that has consistently pushed the boundaries of denim fashion, Pepe Jeans London pulled out all the stops to mark this historic occasion. The evening was a testament to Pepe Jeans London’s dedication to innovation, artistry, and edgy style, featuring a series of captivating exhibitions and a delectable seated dinner.
The experience commenced as guests embarked on a guided tour of Portobello Road aboard a vintage red double-deck London bus. This scenic journey offered an opportunity for cultural immersion, showcasing the vibrant and eclectic sights of the local Portobello Road area. Following the conclusion of the tour, guests were transported to Loft Studios strategically positioned between the initial offices of Pepe Jeans London and the site where the brand’s inaugural market stall was once located on Portobello Road. This thoughtful arrangement allowed guests to immerse themselves in the brand’s origins and to fully appreciate its roots in West London.
Once at the venue, the highlight of the evening was an advertising retrospective showcasing the evolution of Pepe Jeans London’s advertising campaigns since its inception in 1973. This exhibit, curated with meticulous attention to detail, allowed guests to journey through the brand’s history, capturing the essence of each image and the impact it had on fashion and culture.
In addition to the advertising campaign retrospective, the event showcased extraordinary installations by renowned artist Ian Berry. Ian Berry is celebrated for his innovative use of denim as an art medium, offering a fresh perspective on contemporary urban life. Based in London, Ian Berry has been collaborating with Pepe Jeans London since 2013, creating captivating installations for the brand flagship stores in London and Madrid. His work, including pieces like “The Newsstand” and “The Morning After,” is an integral part of the Pepe Jeans art collection and was prominently displayed in his ‘Splendid Isolation’ Museum exhibition at the Museum Rijswijk in The Netherlands in 2020/21.
Guests savoured an exquisite seated dinner, meticulously crafted by the talented Chef Kate Mogford. This remarkable culinary journey was complemented by a captivating display of evocative drapes showcasing the AW23 Pepe Jeans London campaign images featuring the renowned model Lila Moss. Attendees to this inspiring night included: Lila Moss, Mollie King, Camille Charriere, Stuart Broad, Daisy Jelley, Caroline Issa, AJ Odudu and Nina Urgell, among others.
Pepe Jeans London’s 50th-anniversary celebration at London Fashion Week was a night to remember. embodying the brand’s rich history, unwavering commitment to denim fashion, and its dedication to pushing creative boundaries.