Happy Birthday Pepe Jeans! It’s been 40 years since the denim pros set up shop with a market stall on one of London’s hippest hangout – Portobello Road. In 1973 the best-dressed club kids from around the fashion capital were travelling in their droves to pick up a piece of the most stylish denim. Four decades later and the jean gurus are still tapping into the youth culture of our fair city – signing up the ultra-popular Cara Delevingne to front their two most recent campaigns.
But well-browed Miss Delevingne is not the only high profile face to have landed this major ad work. In the past Pepe have seen a string of fabulous celebrities like Sienna Miller and Alexa Chung, as well as seriously great models like Natalie Vodianova, Isabeli Fontana, Bridget Hall and Laeticia Casta. But it’s not only Pepe’s ‘It’ girls who deserve a mention, there have also been some recognisable boys – Cristiano Ronaldo and Jason Priestly, no less. And all of the beauties have been shot by some of the top photographers in the biz: Bruce Weber, David Sims and Alasdair Mclellan to name but a few.
Cara's current rock-chick look for Pepe Jeans
Along with the retrospective imagery you can enjoy in the gallery above – the brand are launching a 40th anniversary capsule collection (below). The jeans – which are based on their Venus silhouette – will be price at £73 as a nod to the label’s birthdate, and you’ll also be able to pick up t-shirts for £19.