Pepe Jeans London taps Dua Lipa as global brand ambassador

By

Barbara Santamaria

Published
Feb 26, 2019

Pepe Jeans has signed British pop star Dua Lipa as its latest global brand ambassador to breath new life into its denim label. She makes her debut in the firm’s new Spring Summer 2019 campaign, shot by photographer David Sims.

Signing Dua Lipa seems like a sensible move for the British casualwear label. At 23, the British-Albanian singer-songwriter is making waves in the music industry. In 2018, her debut album ‘Dua Lipa’ was nominated for five categories at the Brit Awards, making her the first female artist to receive so many nominations. She was awarded ‘Best British Female Solo Artist’ and ‘Best British Breakthrough Act’ before moving one to become the most streamed female artist in the world.

A young woman herself, Lipa has a wide following among millennials, with her hit single ‘New Rules’ hitting more than 1 billion views on Youtube, and her Instagram account amassing over 26 million followers (Pepe Jeans has half a million followers on the same platform).

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“Dua Lipa is one of the world’s fastest rising stars and has a style which perfectly fits the Pepe Jeans brand DNA, “ said Mark Blenkinsop, chief marketing officer at Pepe Jeans London.

“The partnership marks a new milestone for the Pepe Jeans brand as we look to consolidate the brand presence in Europe and seek strategic growth in new markets.”

For the clothing brand, the collaboration is an opportunity to engage a generation of consumers who grew up with the brand, but have moved away to edgier labels in recent years. In fact, according to a Spanish newspaper report, Pepe Jeans has been struggling with declining sales and is trying to renegotiate a €250 million loan.

In addition to starring in the Spring Summer 2019 campaign, Pepe Jeans said it is working with Dua Lipa to launch a number of initiatives that will “excite and engage consumers and the B2B trade customers” throughout the year.