Pepe Denims, a division of the Spanish group AWWG, at the moment will unveil part one in every of a two-year collaboration with the eldest son of Victoria and David Beckham, a photographer who counts 12.2 million Instagram followers, and who’s set to marry the American actress Nicola Peltz.
Beckham, who’s the photographer and inventive director behind the Wiser Future marketing campaign, has snapped himself sporting Pepe denim on the seaside.
The marketing campaign additionally includes a video made individually by the Los Angeles-based photographer and director Zhamak Fullad. The video performs with reflections created by frameless mirrors in varied environments.
In an interview by way of electronic mail, Marcella Wartenbergh, chief government officer of Pepe, and a former Calvin Klein and Calvin Klein Europe government, stated the marketing campaign was “simply the primary chapter of what we’re assured will probably be a fruitful and thrilling two-year partnership between Brooklyn and Pepe Denims London.”
Wartenbergh stated that when Pepe Denims and Beckham began speaking, “Brooklyn was considering authentically expressing his images creativity, and his curiosity for sustainability. Our imaginative and prescient and priorities have been aligned from the start, so the partnership developed fairly organically.
“Brooklyn is a real and related icon of his era. For this collaboration, we search to leverage the heritage of Pepe Denims London with the recent and fashionable strategy adopted by Brooklyn’s inventive endeavors targeted on images.”
Within the marketing campaign, Beckham has taken photos of himself by the ocean, with assist from a frameless mirror. He’s sporting items from Pepe’s assortment that have been made utilizing the trademarked Wiser Wash course of.
Beckham stated the marketing campaign is about “making an attempt to carry consideration to the dear commodity that water is. It’s the most treasured factor we’ve got together with the air we breathe, isn’t it? On the identical time, we needed to point out the progress [Pepe] has made in determining the way to use little or no water, and virtually half the quantity of power for the manufacturing of denim.”
Wiser Wash is a know-how that considerably reduces the quantity of water utilized in denim manufacturing, in keeping with Pepe. It makes use of one cup of water for de-coloring a pair of denims, versus 16 liters for a standard wash. No poisonous chemical substances are concerned within the course of.
Beckham additionally provided up his personal ideas for conserving water, together with “flip it off whilst you brush your tooth, measure your water for tea earlier than you warmth it up,” and switch off the faucets “when you are washing up within the bathe. Don’t let it run.”
The marketing campaign photographs, social-first movies, and behind-the-scenes content material will proceed to roll out throughout Pepe Denims London’s social channels and media companions, from Monday till Earth Day on April 22.
Wartenbergh stated Pepe started working with Wiser Wash know-how in 2018, “and our aim is that, by 2022, one in every of each three denims in our Pepe Denims London collections will probably be offered as Wiser Wash. At AWWG, we’re very excited to be a part of such a revolutionary course of for our trade and our planet.”
She added that the group as a complete is “continually searching for methods to enhance sustainability throughout all our enterprise actions, whether or not that be in design, manufacturing, provide chain or in retail shops. We’re working very laborious with all of the groups to determine 2025 targets which are actual, and achievable. We would like targets that we’re in a position to ship and develop.”
AWWG, she stated, will probably be launching sustainability platforms throughout all of its manufacturers, and there will probably be extra initiatives to come back forward of Earth Day.
AWWG was based in 2006 by the Spanish businessman Carlos Ortega, and its steady of manufacturers consists of Hackett and Façonnable. The group, previously often called Pepe Denims, is predicated between Barcelona and Madrid.
Requested in regards to the affect of COVID-19 on enterprise, Wartenbergh stated that with shops closed, the corporate noticed a 200 % spike in e-commerce gross sales. AWWG has 238 owned shops, a presence in 54 nations and a pair of,800 staff.
She added that digital engagement is now a precedence.
“Customers desire a completely different relationship with manufacturers these days, and we at the moment are really connecting with them by way of social media and digital channels. Social media is essentially the most inspiring strategy to join with shoppers, not simply by posting, however by way of actual engagement. We’re investing a whole lot of assets, monetary and non-financial,” in connecting with clients on-line.
Wartenbergh stated that, over the past 12 months, the corporate has shifted 85 % of its advertising and marketing methods to be digital-first via a complete host of various channels.