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Have you seen Pepe?

Pepe Jeans London Spring/Summer 2012 campaign: Have you seen Pepe?

Using the restless roads of London’s Soho as the campaign’s backdrop, the Pepe Jeans London crew of restless but devoted pals is made-up of an all-Brit cast of some of the UK’s hottest up-and coming faces. Party girls and It-boys rub shoulders, with the fellas led by Claude Simonon, son of Paul Simonon, legendary bass guitarist with punk pioneers The Clash. The girls are fronted by socialite model Edie Campbell, daughter of former Voguefashion editor, Sophie Hicks. Also appearing in front of the lens are actress and singer Suki Waterhouse and fashion-forward models Jacob Young and Rob Moore.