Pepe Jeans returns to its London roots for second fall/winter 2026 drop

British denim brand Pepe Jeans, part of Madrid-based AWWG Group, has released the second drop of its fall/winter 2026 collection. Founded in London in 1973, the brand frames the drop as a return to that origin, taking the city's music scene as its starting point and pointing to a generation that values freedom of expression. The release follows an earlier first drop of the season, with Pepe Jeans rolling out its fall/winter 2026 range in stages.

The collection is shown through a campaign by photographer Charlie Gates, featuring models Zhenya Migovych and Julius Bussemaker. Pepe Jeans says the imagery is built around this idea of individuality, set against the energy of London. According to the brand, each piece in the collection is styled to reflect that individuality, fused throughout the shoot with the energy of the city itself.

For women, the range is built around denim, including jeans, skirts and dresses in washes from vintage blue to deep indigo, alongside a series of standout individual pieces. Fits span slim, straight and boyfriend cuts, complemented by flowing shirts, loose dresses and T-shirts that the brand links to a musical rhythm running through the silhouettes.

The women's range also extends into knitwear for the colder months, with knit dresses, cardigans and jackets finished with metallic buttons and edge embroidery. Its seasonal palette runs through berry red, stone grey and mood blue, softened with black and beige.

Denim remains central to the men's collection too, built around jeans and jackets and extended with more casual layers, including T-shirts, polos and relaxed knitwear. Its palette moves through chocolate brown and beige into Dulwich blue and Richmond green, colors the brand ties to London's heritage.

Rose pink and winter red are used as contrast tones through the men's range, breaking up the more muted base palette. Pepe Jeans positions the combination as a way of carrying the London narrative through both the women's and men's lines, tying the two collections together under a single seasonal color story.

An accessories edit completes the drop, including scarves, belts, caps and woollen beanies, positioned by the brand as easy layering pieces for the season. Trainers for men and women appear in autumnal tones, extending the palette from apparel into footwear. A women's handbag selection rounds out the collection, adding a finishing layer to the ready-to-wear pieces across the drop.

Pepe Jeans frames the fall/winter 2026 collection as more than a seasonal line, describing it as bringing together heritage, individuality and a modern attitude, in keeping with the London narrative running through the drop.