Sun’s out, textures in. The High Summer 2025 editorial from Pepe Jeans London is where effortless style meets rooftop vibes and a sea breeze of nostalgia.
Shot high above the city skyline, the campaign captures that magical moment between golden hour and party hour—where beach club dreams collide with urban cool.
Think open knits, breezy cottons, and washed-out colors dancing in the late afternoon light. It’s summer, reimagined.
THE SUMMER VIBE: Where Beach Meets Street
This isn’t your average seaside summer. Inspired by the laid-back luxury of Mediterranean beach clubs, sun-warmed terraces, and the casual confidence of London’s East End, the collection channels a kind of dressed-down chic. It’s all about effortless layering, touchable textures, and a palette that whispers: “I’ve already had two spritzes.”
Think open knits, breezy cottons, and washed-out colors dancing in the late afternoon light. It’s summer, reimagined.
THE PEPE JEANS VIBE: Where Beach Meets Street
This isn’t your average seaside summer. Inspired by the laid-back luxury of Mediterranean beach clubs, sun-warmed terraces, and the casual confidence of London’s East End, the collection channels a kind of dressed-down chic. It’s all about effortless layering, touchable textures, and a palette that whispers: “I’ve already had two spritzes.” The colors? Washed orange sunsets, soft-sand beige, sky blues, and deep navy—a palette pulled straight from a Polaroid of a dream vacation.
ACCESSORIZE THE ATTITUDE
Complete the look with summer’s coolest plus-ones: woven bags, vintage-style sunhats, sporty caps, and laid-back sandals that say, “I go wherever the breeze takes me.” Whether you’re headed to the coast or cruising the city, it’s a full look with zero effort.
THE PEPE JEANS STORY
FROM PORTOBELLO TO THE WORLD: A PEPE JEANS LOVE STORY
Founded in 1973 on London’s iconic Portobello Road, Pepe Jeans London has always been more than denim. It’s a vibe. A cultural cocktail of music, rebellion, street style, and self-expression. What began as a stall selling custom jeans under the Westway quickly exploded into one of Britain’s most exciting exports.
Fun Fact: The name “Pepe” was chosen because it was short, catchy, and looked good on a label—true story.
Fifty years later, Pepe still channels the energy of the world’s most creative city. London’s diversity, edge, and unpredictability are stitched into every seam of its womenswear, menswear, and kids collections.
Text: Marco Kokkot
Images: Pepe Jeans. All Rights Reserved.
