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Despite not being a part of our country’s traditions and culture, a pair of blue denim jeans has come to represent many things in contemporary India. For some it’s a matter of plain comfort, a go-to garment for when you’re stepping out; for others, it’s a symbol of hope, of a modern India where gender roles are slowly dissolving into many shades of progress. For some, it’s a mark of insincerity and there are those who believe it’s a nostalgic reminder of India’s flourishing indigo economy. For Pepe Jeans’ recent collaboration with Dua Lipa denim stands for strength, natural beauty and timeless appeal.
Pepe Jeans recently announced their collaboration with Dua Lipa, a leading pop-icon of today’s time. As part of Pepe Jeans’ Spring/Summer 2019 campaign, the singer, who at 23 has taken the music world by storm, has been photographed by David Sims. The campaign is a celebration of the iconic denim brands, rich heritage and legacy. Fresh-faced and effortlessly poised, Dua Lipa is photographed in black and white wearing a range of classic denim pieces.
This campaign inspired us to go exploring and we chance upon journeys (one more interesting than the other) that despite being varied have a common thread (or in this case fabric) tying them all together –– Denim.
For a fashion trend that was the result of our growing fascination with the West, denim has indeed infiltrated the Indian market and challenged the status quo in unimaginable ways. Blazers, shirts, bombers, saris — there’s nothing denim doesn’t offer. Artists today are even using denim as a canvas for their art, paving way for a whole generation of young designers who are experimenting with this fabric in eco-friendly, sustainable, and unique ways.
A street-style staple, the fabric that was originally fashioned from sturdy denim and meant to survive the wear and tear of manual labour have since been the go-to fashion staple of rock stars, rebels and off-duty actors and models. Unencumbered by style rules, this fashion statement works any way you choose to wear it. Since its creation, it has captured the imagination of designers and stylists and been reinvented in wonderful, unique ways. And the newest addition to this ever expanding phenomenon denim is Pepe Jeans’ collaboration with Dua Lipa –– a fresh yet powerful campaign to sit up an take note of.
Click here for more information about the collaboration.
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