Pop princess Dua Lipa has launched her third collection with Pepe Jeans.
Inspired by the history of denim, the Dua Lipa x Pepe Jeans AW20 collaboration promises to take consumers on a trip down memory lane – as Dua, along with the company’s design team, brings back to life some of denim’s most iconic styles and cuts from the 1970s/80s/90s, 2000s and 2010s, in what is to be the Levitating singer’s final campaign with the London-based brand.
As well as being a celebration of the aesthetic of Dua Lipa and Pepe, each pair of jeans has been produced using Wiser Wash technology to reduce water consumption.
Fashions come and go, but jeans will always be a staple…
https://www.youtube.com/watch?v=PJhvwwWx_DY
70s: Flares are back! The decade of disco just keeps on giving. High-waist flared jeans in planet-friendly Wiser Wash denim.
80s: Without doubt the biggest hit of the 80s, just ask your Mum! High-waisted mom jeans with an easy fit, in planet-friendly Wiser Wash denim.
90s: Nineties fashion was all about baggy pants and crop tops. High-waisted jeans with a wide leg, in planet-friendly Wiser Wash denim.
00s: We all had at least one pair of skinnies in the noughties. Super stretchy body-hugging jeans, in planet-friendly Wiser Wash denim.
10s: The easy boyfriend jean that defined the last decade. Low-waisted jeans tapered at the leg, in planet-friendly Wiser Wash denim.
#DUAFORPEPE
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For the collection’s accompanying advertising campaign, shot by Chris Colls with styling by Lorenzo Posocco (assisted by Juan Zenon), creative direction from Suburbia, makeup, hair and nails by Samantha Lau, Lucas Wilson and nailsbymei respectively, Dua is seen in a variety of slick setups sporting various pieces from the after collection.
“It’s been so interesting and fun to learn about designing with such an iconic London brand who started from scratch on a stall in Portobello market in the 1970s,” Dua says of her collaboration with Pepe. “I decided to sign off the collaboration with a collection called ‘DENIM DECADES’ with styles inspired by each decade since Pepe started selling denim.”
