Pepe Jeans’ decision to sign up IT girl, Alexa Chung, may have been greeted with indignation in some quarters. Nonetheless, Pepe Jeans have a reputation for unsurpassed advertising campaigns. Pepe Jeans spring summer 2010 advertising campaign will feature Alexa Chung and male models Tom Guinness and Boyd Holbrook. This is definitely a new direction for Pepe Jeans who in past advertising campaigns have opted for the more sizzling style of Sienna Miller, Kate Moss, Daria Werbowy, Natalia Vodianova, Ashton Kutcher and Cristiano Ronaldo. Let’s see if fortune favours the brave!