Pepe Jeans London launches its fly-on-the-wall f/w 2011/12 ad campaign inspired by its rock 'n' roll identity. It offers a glimpse into the secret life of an imaginary rock band.

The campaign's story board follows the Bohemian and hedonistic exploits of an imaginary gang of "minstrels", their friends, family and followers.

Shot at the backdrop of an aristocratic Edwardian country house of Norfolk (England), the new campaign presents '1970s rock folklore, beauty, youth, glamour and excess with a contemporary touch.

A free-spirited seven people band - three guys and four girls - bring together some hot emerging models as well as some most celebrated fashion system names. Australian model Bambi Northwood-Blyth is featured together with US top model Jessica and British Jamie Strachan, who were already portrayed in previous Pepe Jeans campaigns.

The new campaign was devised by a creative team including Tom Hingston and the duo, Warren Du Preez and Nick Thornton.

In addition to the traditional print ad campaign, they shot a behind-the-scenes video showing one of the girls getting wild behind a drum-kit. Featuring a soundtrack that is a remix of ‘Drums of Death’ by James Lavelle's cult beats collective Unkle. The drum solo movie is being primed for viral web fame and is set to be released online closer to the unveiling of the Pepe Jeans London f/w 2011/12 collection.
Pepe Jeans f/w 2011/12 ad campaign
Pepe Jeans f/w 2011/12 ad campaign