LONDON — It’s all about British teamwork for London brand Pepe Jeans 50th anniversary campaign starring Lila Moss and shot by fashion photographer Alasdair McLellan.
The campaign is titled “W11 Love From London,” as an homage to the city and the brand’s roots on the famous Portobello Road.
The images nod to British style with Moss wearing a trenchcoat while hanging onto a lamppost; in another she’s wearing a Prince of Wales checked blazer with a gray hoodie, followed by the model standing between a red telephone kiosk that’s found all over London.
Lila Moss for Pepe Jeans.
“I was very excited to shoot this campaign for Pepe because I grew up around West London and it’s where Pepe first started 50 years ago. We shot the campaign all around my favorite areas in West London so it feels like the brand and I have come full circle together,” Moss said.
“The London girl is all about wearing jeans — especially if they’re comfy — and a coat or jumper in every variation so Pepe encapsulates that with this collection perfectly,” she added.
Lila Moss for Pepe Jeans.
In October, singer-songwriter Rita Ora will join the Pepe Jeans family for the “London After Hours” campaign shot by Dan Jackson.
In February, WWD reported that Moss, the daughter of supermodel Kate Moss, had signed on to become an ambassador for Yves Saint Laurent Beauty U.S., the Stateside division of the global beauty brand.
As part of her duties, Moss will appear in campaigns for products including the All Hours Foundation, Rouge Volupté Shine Lipstick, Lash Clash Mascara and Rouge Volupté Candy Glaze Lip Gloss.