International denim brand Pepe Jeans London is set to unveil a new global ad campaign for spring/summer 2012 which asks the question, ‘Have You Seen Pepe?’

Drawing on the brand’s London roots the campaign’s narrative provides a series of sneak peeks into Pepe’s private life around the streets of London. In a world populated by the capital’s up-all-night club kids and punctuated by a series of backstreet adventures, Pepe remains one-step ahead of the crowd and elusively out of the picture, begging the question, ‘Have You Seen Pepe?’, a slogan which underpins the Spring Summer ’12 ad campaign.

Using the restless roads of London’s Soho as the campaign’s backdrop, Pepe’s crew of restless but devoted pals is made-up of an all-Brit cast of some of the UK’s hottest up-and coming faces. Party girls and It-boys rub shoulders, with the fellas led by Claude Simonon, son of Paul Simonon, legendary bass guitarist with punk pioneers The Clash. The girls are fronted by socialite model Edie Campbell, daughter of former Voguefashion editor, Sophie Hicks. Also appearing in front of the lens are actress and singer Suki Waterhouse and fashion-forward models Jacob Young and Rob Moore.

Taking the creative helm of the Pepe Jeans London campaign for the first time is Trey Laird, executive creative director at New York agency Laird & Partners and underlining the campaign’s authentic British DNA is celebrated London fashion photographer Alasdair McLellan and directional stylist Jane How.