For their new campaign, denim and fashion brand Pepe Jeans London caught up with the Pepe party crew as they continue their hunt across the streets of London. Underlining their roots, the fall/winter 2012 campaign draws on some of London’s most iconic Thames-side landmarks for the second chapter of its ‘Have You Seen Pepe?’ ad campaign.

Pepe’s faces are some of the UK’s hottest, including model and society girl Edie Campbell alongside it-boy Claude Simonon, son of legendary Gorillaz and The Clash bass guitarist, Paul Simonon. Eliza Cummings, Sophie Pumphrett, Tom Barker and Adam Loft- Schultz are also part of the line-up.

Returning for his second season behind the lens is British photographer Alasdair McLellan, joined by fashion-forward stylist Alastair McKimm and New York agency Laird & Partners executive creative director Trey Laird.