Pepe Jeans London teams-up Football and Glamour for 2005 Ad campaign

Company release, February 11, 2005

Mumbai

Pepe Jeans London announces the signing up of Christiano Ronaldo, Manchester United’s numero uno striker and Portuguese International footballer, as Pepe’s face for 2005! Christiano Ronaldo is paired with Jessica Miller, supermodel on the global ramps. The advertising campaign will roll out globally (including India) from March 2005.

Commenting on the new advertising campaign, Chetan Shah, Country Head - Pepe Jeans India, said, “England is best remembered the world over for its glorious and richest club, Manchester United. Christiano Ronaldo is one of the club’s biggest and most prized possessions and dubbed as the next David Beckham. He not only a sensational footballer, but also a youth icon. He is fashionable, he is handsome, has a great physique and carries a unique captivating style. Pepe Jeans saw an exciting opportunity in him and well, we all know that Jessica is setting the European ramp on fire! Both being super stars in their own fields, they perfectly gel well with Pepe’s characteristic attitude.”

The 19 year old, Portuguese footballer, Christiano Ronaldo became his hometown soccer sensation at the young age of 12. He started his career with a local team called Nacianol. At Under 17 European Championship, Christiano Ronaldo was noticed by some of the biggest clubs in Europe. At 18, he joined Manchester United, becoming one of the most expensive teenage players in Britain’s soccer history. Christiano Ronaldo received the prestigious Trofeo Bravo by the Italian sports publication Guerin Sportive while playing for both Portugal and Manchester United. The award recognizes Christiano Ronaldo as the most valuable under 23-soccer player in Europe. Christiano is blessed with positive attitude, supreme confidence in his skills and talent on par with the elite players.

Ronaldo has a great fan following in India too! The youth in India swear by his footwork or technical skills. T-shirts with Christiano Ronaldo’s famous ‘number 7’ can be seen on youth all over India! He is seen on TV by his adorable male and female fans every week, playing for Manchester United in the English Premier League, FA Cup and the European championships.

The sensational lady Jessica Miller needs no introduction. She is one of the most dynamic models to come along the years. Jessica Miller shot to fame overnight after her chance meet with photographer Inez van Lamsweerde, next stop, the new face of Calvin Klein! Jessica has featured in advertising campaigns for Emporio Armani, Fendi, CK, Blumarine and Chloe and has also featured in the world famous Pirelli Calendar. At show level, Jessica has appeared for Alexander McQueen, Chanel, Chloe, Givenchy, Hussein Chayalan, Louis Vuitton, Stella McCartney, Versace and Jean Paul Gaultier to mention but a few.

Challenging, provocative and visually stimulating style of photographer Steven Klein once again makes his mark. The visuals are smoky, sexy and raw. The shoot is conceptually based on a mixture of two movies by Michelango Antonioni. ´Zarbriskie Point´ (1970), the epic story of late sixties America seen through the portrayal of two of its children (featuring Mark Frechette and Daria Halprin) and Deserto Rosso (1964), the story of a factory in Ravenna, Italy, where waste product from the plant pollutes a local lake. Michelangelo Antonioni is probably most well known for his 1966 movie ´Blow Up´.

About Pepe Jeans London

Pepe Jeans was established in the chic Portobello area of London in 1973, currently having presence in more than 80 countries around the world. The year 1989 saw the launch of Pepe in India. Pepe Jeans is a jeans and casual wear brand offering everything from cotton shirts, denim shirts, fashion jeans, T-Shirts, jackets and also accessories such as fragrances, bags, wallets, caps etc. Pepe Jeans merchandise is available through its 34 exclusive outlets all over India, and also through 50+ large format stores, and 750 multibrand outlets. Today, Pepe Jeans has become one of the most adored fashion brands in the premium segment; enjoying market share of more than 25%, which is highest in the international premium segment of the jeans wear market in India. It is also the first and only brand in the premium segment to launch a range of moody casual wear and denims targeted exclusively at 10 to 16 year old teenagers The brand is called “1016” (read ten sixteen) from Pepe Jeans. Pepe Jeans has created this segment in the industry.

Pepe Jeans was nominated for “Best Jeanswear Brand” at Images Fashion Awards. It emerged as an award winner for the “Best Women’s Wear Jeans Brand” at the First Inside Fashion Brands Awards. And recently Pepe Jeans was awarded the “Best Denim Brand” at the Shopper’s Stop Pinnacle Awards 2004 for consistent outstanding performance.

For further information, please contact:

Vinay / Sonal @ Abacus ICC

Tel: 022 2285 5689/90

Email: sonal@abacusicc.net