Pepe Jeans London announced Sienna Miller, British actress and Hollywood superstar as new face of the brand in April 2006. Sienna, not only an actress but more importantly a style icon, has signed a contract with the brand for two years; that is to say to be the face of the brand till Spring 2008. The campaign has been launched in magazines and billboards since April 2006 and is Miller's debut in advertising campaigns. In the 33 years Pepe’s history, it is the first time ever a Hollywood star of such fame as Sienna Miller been signed for its advertising campaign.
Moving away from its international footballer and supermodel strategy, Pepe Jeans London add a bit of Hollywood spice to its stylish high fashion brand image by signing Sienna Miller. The campaign images are beautifully captured by the famed fashion photographer Mikael Jansson shot on breathtaking location of Paradise Cove, Malibu in California. Commenting on the new face of the brand Chetan Shah, Country Head, Pepe Jeans said, “Sienna Miller is not only a Hollywood super star but also a fashion style icon herself. Her personality and her screen presence are so enigmatic and enticing that we were sure she will be just the right choice for the brand.”
Pepe Jeans London was established in the chic Portobello Road area of London in 1973. From its origins as a tiny market stall to more than half a US billion dollar denim and casual wear brand, Pepe has transformed itself to one of the fastest growing jeanswear labels in Europe. The brand today has presence in more than 80 countries across the world. And it is no doubt that Pepe Jeans London is one of the main competitors with All Saints, and these photographs above are some of their AW0607 advertising campaign, and here is their concept of the campaign.
British actress Sienna Miller - Advertising Campaign 2, Autumn Winter 06.
A striking series of black and white images by photographer Mikael Jansson reflect the initial concept of the ad campaign - Michaelangelo Antonionis 1966 movie ´Blow Up´.
One of the films most memorable scenes is the suspenseful, obsessive sequence of the photographer processing and blowing up several pictures from his park visit, and magnifying them larger and larger to poster size. As tension heightens, he pins the pictures on the walls of his living room - in sequence - giving them life as if they were individual frames in a motion picture. Ultimately they reveal a riveting possibility of a foiled murder plot.
Antonionis first movie in English, it quickly became one of the most important films of it´s decade, and a milestone in liberalised attitudes toward film, nudity, and expressions of sexuality. The film was nominated for two academy awards, Best Original Screenplay and Best Director, surprisingly the movie won neither.Pepe Jeans London would again like to gratefully acknowledge the following peoplewithout whom we could not have created such an advertising campaign.
Mikael Jansson, James Grant at Starworks, Ciara Parkes at Public Eye Communications, Wilson Wenzel, Giovanni Bianco Studio, Karl Templer (Stylist), Eugene Souleiman (Hair), Mark Carrasquillo (Makeup), CJH Productions. Male model featured is brazilian face Romulo Pires.
This AW0607 advertisign campaign of Pepe Jeans does have strong black-and-white images, the association of the photographer and the actress, or say "style icon", also add new lustre to this campaign; however, I am not so sure about perception and impact of the target market. In addition, to have celebrity endorsement might bring some benefits to Pepe Jeans to strengthen its brand image, but what may not work that well for AllSaints' customers. All in all, I do believe the campaign is a topical subject and I am thinking how to make mine become one as well.
Last but not least, have a look of Sienna at the launch party!
