From what I can gather from the online 'making of' video, the Autumn/Winter 2010 'Adults' campaign was shot on and around London's Portobello Road - where Pepe launched with a single market stall in the 1970s.
Alexa Chung is one of the models showing the new season collection in a series of black and white shots. The looks are reminiscent of the 70s urban rock and roll vibe of Portobello's fashionable heyday, styled with contemporary twists.
Obviously there is plenty of denim, in the form of pale fitted shirts, hot-pants and mini skirts, classic jackets, and distressed skinnies. Pepe mix it up with checks, leather biker jackets, plain white tees, preppy cardigans and knee-high socks, cute kilts and military detailing, faux (I hope!) fur, pretty sheer embellishments, striped knits and cosy scarves, chunky brogues and geeky glasses.
You can see the video showing the 'making of' the campaign here. Although it looks so cool and chic and sultry that it's pretty much an ad campaign in itself, rather than a kind of informative bonus!
All images gratefully copied from the In Style website