Pepe Jeans reunites with Simon Nessman for its spring 2025 campaign, this time reimagining the brand’s British DNA through the lens of storied university towns. The setting—a blend of worn-in leather armchairs, wood-paneled halls, and tiled corridors—conjures the ambiance of Oxbridge calm and collegiate energy.
Simon navigates these interiors with a wardrobe that feels lived-in and unforced: pink polos and pale chinos, denim-on-denim that recalls long weekends and late train rides, not showroom styling.
Pepe Jeans Spring 2025 Campaign
The Pepe Jeans collection pivots around laid-back polish, built on silhouettes that sidestep fuss. A navy overshirt paired with ivory trousers carries a whiff of Ivy League tailoring stripped of arrogance.
Denim shirts are worn solo with the collar loose and sleeves rolled, channeling the ease of spring afternoons and well-worn favorites. Loose-fit jeans offer a counterpoint to the neatness of the stripe shirts and collar-popped polos.
There’s utility in the way Simon wears these pieces—pockets ready, cuffs turned, collars open—as if they belong in the kind of wardrobe that prefers a lived-in bike to a town car.
Baseball caps finish the looks with a faint nod to ‘90s London streetwear, the kind that once sat at the intersection of Britpop nonchalance and American prep. This season, Pepe Jeans returns to familiarity and lets Simon Nessman wear it like muscle memory.
The takeaway? Even a Pepe Jeans denim jacket over a striped tee can feel new when it recalls where you came from.
