Iconic UK fashion brand Pepe Jeans London reveals the first chapter of its collab with British photographer, the über-stylish Brooklyn Beckham wearing eco-friendly Wiser Wash® denim separates.
Brooklyn Beckham for PEPE JEANS - WISER WASH © Brooklyn Beckham
The apple doesn’t fall far from the tree. A combo of his parents’ incredible genes and talent, the Beckham scion (of Posh and Dave fame) is fast rising as one of UK’s top photographers. And now, Pepe Jeans London proudly unveils the first chapter of its collaboration with Brooklyn Beckham.
Launched in tandem with World Water Day 2021 (22nd March), Wiser Future celebrates the preciousness of water and reflects on its vital importance for the future. Through images directed and self-shot by Brooklyn Beckham, and a video by Zhamak Fullad, the Wiser Future campaign plays with the reflection created by frameless mirrors in various environments and features Wiser Wash® denim pieces by the iconic Portobello Road-origin label Pepe Jeans London.
Wiser Wash® is a revolutionary washing technology which drastically reduces the use of water in the production of denim, using only one cup of water for the decolourization process of a pair of jeans (vs 16 liters for a traditional wash), and zero toxic chemicals.
The hero images of the Wiser Future campaign feature photographer Brooklyn Beckham at the beach, self-photographing via a frameless mirror that reflects the magnificence of the ocean. Mr Beckham wears a Wiser Wash® “Young” denim jacket and slim “Hatch” Wiser Wash® denim jeans.
Campaign images, social-first videos, and BTS will continue to roll out across Pepe Jeans London social channels and selected media partners, concluding on Earth Day, April 22nd, 2021.
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