Back for her second season as the face of Pepe Jeans London, celebrity TV presenter and fashion-forward model Alexa Chung gets to grips with the Autumn 2010 collection with a little help from the hottest property in male modeling, Jon Kortajarena.
The latest Pepe Jeans London campaign finds the Brit-born denim brand returning to Notting Hill’s Portobello Road, the birthplace of the brand, with a photo story which celebrates the brand’s British roots.
Joining super-chic trendsetter Alexa Chung in front of the camera are 21 year-old French model Gaspard Menier and fashion’s most in-demand male model, 25-year old Jon Kortajarena.
Since being discovered eight years ago sitting on the spectator side of the runway by a scout at Spanish Fashion Week, Kortajarena has been at the centre of a fashion whirlwind since first leaving his home in Bilbao aged just 17.
Likened in looks to French actor Anthony Delon, Kortajarena is the only male model to have appeared across 200 pages of the same issue of bi-annual French fashion bible L’Officiel Hommes. Later that year in 2008 Kortajarena was the face of five major fashion campaigns at a single time. His career took a stella turn last year, when he appeared in Tom Ford’s critically acclaimed directorial film debut A Single Man, alongside Colin Firth who won the BAFTA Award for Best Actor for his role in the movie.
Set against the backdrop of Portobello’s streets, cafes and record stores, the Autumn 2010 Pepe Jeans London shoot brings together a creative team made up almost exclusively of British talent. Directing the models is creative director Tom Hingston. Famed for his high-gloss advertising work with fashion brands as well as his graphics-led cover art for music stars including Robbie Williams and Massive Attack, Hingston swaps his ultra-polished trademark style for the realist aesthetic which informs the latest Pepe Jeans London shoot.
When it came to selecting the right photographer to capture the group shots, London photographer Josh Olins was drafted in. Renowned for his slick compositions of traditionally tricky group shots, Olins delivered a clean, retro-tinged theme set against an urban backdrop.
Styling duties were given to another Londoner, Clare Richardson, whose name has become synonymous with edgy editorial-led fashion stories, and whose resumé includes styling gigs with V Man, WWD,Mixte and Man About Town, among others.
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