Pepe Jeans reconnects with London for fall-winter 2026, setting the first drop of the season between the city’s east and west sides. Photographer Zoe Karssen captures models Maurits Scheij and Maya Gunn in a wardrobe led by denim, the label’s longtime calling card.
Pepe Jeans Fall 2026 Campaign
Double-denim combinations pair trucker jackets with relaxed jeans, while chambray and denim shirts join white T-shirts and lightweight layers. The styling by Tona Stell keeps the proportions loose and casual, tapping into the easygoing denim culture of the 1990s while sidestepping a full retro exercise.
The collection gradually shifts from blue into softer fall tones, with a beige hooded jacket, pale jeans, brown trousers, and polos extending the proposition past denim. Shirts worn open, rolled cuffs, and layers tied at the waist give the clothes a late-summer looseness as the season begins to turn.
London’s terraces and brick facades make an apt backdrop for Pepe Jeans, which got its start on Portobello Road in 1973. More than five decades later, the campaign finds plenty of mileage in the same basic idea, jeans and uncomplicated layers made for life in the city.
