Pepe Jeans is going with a more upscale look and new ad campaign to attract those young contemporary consumers who gravitated toward premium brands. Hala Jbara, the company's U.S. director of
marketing says Pepe has "stepped away from some of the fashion bells and whistles...and focused on the details." He adds that the new styles are an attempt to achieve a more vintage look and the wide
selection on offered by retailers forced company's hand.
"[Retailers] had to become very broad and offer a lot of things to a lot of different people," Jbara says. To reach its 15- to 24 year-old target customer, the company will also launch new ads featuring Ashton Kutcher and Daria Werbowy as the faces of the brand's spring campaign.