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Sticking to Fundamentals

Pepe Jeans London recently unveiled its fall print ad campaign, which takes the simple tack of showing models in jeans and nothing else. The ads, which will break in August magazines, were developed by Steven Baillie, creative director of the New...

Pepe Jeans London recently unveiled its fall print ad campaign, which takes the simple tack of showing models in jeans and nothing else. The ads, which will break in August magazines, were developed by Steven Baillie, creative director of the New York-based ad agency Daddy, and shot by Richard Phibbs.

This story first appeared in the June 20, 2002 issue of WWD.  Subscribe Today.

“I wanted to create a campaign that was strong, graphic and clean,” Baillie said.

The ads are slated to run in publications such as In Style, Nylon, Maxim, Vibe, The Source and Teen People.