Pepe Jeans is adding another British It girl to its roster with the casting of rock royalty descendant Georgia May Jagger in the brand’s Spring/Summer 2016 campaign. Jagger follows in the footsteps of former brand faces Alexa Chung, Sienna Miller and Cara Delevingne in a campaign inspired by the Notting Hill Carnival.

London’s Notting Hill Carnival is one of the world’s largest street festivals and is led by members of the British West Indian community. The campaign calls back to Pepe Jeans’ first location, opened in 1973, at Notting Hill’s Portobello Road.

The global campaign, created in collaboration with Spring Studios and shot by Dan Jackson, is titled, “Get it On” and is set against sound system speaker stacks. In the ads, Jagger wears a variety of denim pieces, including cutoff shorts and white jeans styled with a fringe bikini top.

The campaign features online films, social media content, print and OOH advertising. Pepe Jeans is also producing an in-store zine dedicated to the UK’s summer music scene and the its rising stars.

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