But, whats the idea? says Ian 'Having got to know Pepe Jeans London well over the last few years and of course knowing them since my younger days, I know they are all about London. All that West London feel and aesthetic and aspiration. Their great campaigns all on the streets of West London, especially Portobello Road. It has such a good heritage routed there, of course, London doesn't have that many outright denim brands. But it's not just the heritage, they are forever looking at London for inspiration and this is my core feeling when making the piece.
'The control room is almost imagining them having it to keep monitoring the fashions of London to take inspiration from the street style of this great capital to keep evolving with the fast moving city'
With scenes including Portobello Roads famous Electric Cinema and market street, to some of the local pubs and music stores, showing some of the places the West Londoner would be hanging out. Ian says:
'As its the tourist area of London on Regent street and many of the customers coming in will probably be the many visitors to London I did think, they are not familiar perhaps with the West London scenes and wanted to add a few familiar sights, ones which I wouldn't normally do, but I think would catch the attention in the store - and perfect with the location.'
That's how the idea was born to make it the journey to the new store and he brilliantly utilizes the famous ad board of Piccadilly Circus which you can see from the store window as well as the iconic streets of Regents and Oxford which will bring the familiar to those less familiar with the city. And of course, all out of this familiar material - but one so unusual and unexpected as an art form that Ian has perfected for well over a decade.
Go and have a look again at this very contemporary art piece showing Ian's favorite subject of urban life and living out of the material of our time. Denim jeans.
You can view the piece daily at the Pepe Jeans flagship store at 59-61 Regents Street, London.
You can see a photo gallery here