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Pepe Jeans goes rock ‘n’ roll casting Drowners guitarist Matthew Hitt

Pepe jeans has brought on British models Jourdan Dunn, Sam Rollinson and Drowners musician Matthew Hitt for its Autumn/Winter 15 campaign.

With former brand face Cara Delevingne renouncing modeling to pursue a career in film, a new crop of bright young (British) things have been cast – and it’s pretty cool.

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The “Always London” campaign also shows Hollie May Saker and Flo Kosky in a series of group shots with the other models reflecting the season’s #squadgoals meme campaign trend.

And the addition of Hitt gives the whole thing a rock’n’roll vibe. He’s lounging with the models. He’s on a fur rug. He’s intensely strumming an electric guitar. Sure, it’s not original – but it looks good.

Charlotte Stockdale styled the campaign, which was shot by Glen Luchford who has also worked for Gucci, Costume National and Rag & Bone this season.

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