Pepe Jeans London has added some Hollywood spice to its brand by signing British actress and Hollywood star Sienna Miller as the new face for the brand. Miller, who has signed a two-year contract with Pepe for $4 million, will be the face of Pepe till Spring 2008.
Commenting on the development, Chetan Shah, Country Head, Pepe Jeans (India), said, “Sienna Miller is not only a Hollywood superstar, but also a fashion style icon herself. Her personality and her screen presence are so enigmatic and enticing that we were sure she will be just the right choice for the brand.”
The new campaign with Miller for Pepe is being launched in India through magazines and billboards. With this, Pepe moves away from its traditional practice of signing mostly international footballers and supermodels. This is a first for both Pepe and Miller as Pepe has for the first time in 33 years signed a Hollywood star for its advertising campaign. Miller’s association with Pepe also marks her debut in advertising campaigns.
The campaign images have been captured by famed fashion photographer Mikael Jansson. The concept behind the images is inspired by the 1950s classic hit ‘And God Created Women’. Sienna has been shot opposite international supermodel J R Gallison.