Dua Lipa: New Global Ambassador for Pepe Jeans London

Pepe Jeans, the legendary British denim brand is delighted to announce a new partnership with Dua Lipa, one of the most successful musical artists and style icons of her generation.

At 23, Dua Lipa has taken the music world by storm and become a fashion icon for her millions of fans. Following in the footsteps of fashion icons and Hollywood stars, Dua Lipa begins her new role by starring in the Spring/Summer 2019 campaign.

The campaign itself is a celebration of the heritage of Pepe Jeans, which was one of the first British brands to bring a distinct fashion perspective to the world of denim in 1973.

Fresh-faced and effortlessly poised, Dua Lipa is photographed in black and white wearing a range of classic denim pieces. An emphasis on strength, natural beauty and the timeless appeal of denim takes precedent in both the campaign and the collection itself.

Dua Lipa and Pepe Jeans are a perfect fit in more ways than one. Both were born in London and have become symbols of idiosyncratic British style. Long before joining Pepe Jeans, Dua Lipa was a fan of the brand’s advertising campaigns as a teenager. One of the other attractions for her becoming an ambassador for the brand was its ‘Tru-Blu’ program, a responsible innovation initiative from Pepe Jeans London, based around three new eco-technologies that aims to set the standard in denim design and creation

Dua Lipa made history when nominated for five categories at the 2018 Brit Awards – the first female to receive so many nominations. She was awarded ‘Best British Female Solo Artist’ and ‘Best British Breakthrough Act. Her winning streak continued, she received another Brit Award for “Best British Single” for “One Kiss”, her track with Calvin Harris at the 2019 Brits Awards.

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