Pepe Jeans London asked me to find a way of combining their clothes with iconic London landmarks and images to celebrate the company's 40th anniversary. This was a great collaboration, where Pepe gave me total creative freedom. The only stipulation was that all the images should be recognisably based in London.
I spent several days shooting aerial images of London from an AS355 helicopter and exploring the city on foot, dealing with some fairly challenging weather conditions and getting some amazing views along the way.
The final diptychs include some well-known landmarks - Piccadilly Circus, the O2, Big Ben, Tower Bridge - but also an anonymous building on Regent Street with a Union Jack, and a bus depot in Docklands.
Thanks to César and all at Pepe for trusting me with this great project.
Suite au succès de ses séries rédactionnelles pour le WAD (avec Mario Faundez et Stéphanie Buisseret) et Süddeutsche Zeitung Magazine (avec Almut Vogel), Joseph a créé six nouvelles images pour Pepe Jeans London pour fêter la quarantième anniversaire de la marque.