Word to the Wise!

Iconic UK fashion brand Pepe Jeans London reveals the first chapter of its collab with British photographer, the über-stylish Brooklyn Beckham wearing eco-friendly Wiser Wash® denim separates.

Brooklyn Beckham for PEPE JEANS - WISER WASH © Brooklyn Beckham

The apple doesn’t fall far from the tree. A combo of his parents’ incredible genes and talent, the Beckham scion (of Posh and Dave fame) is fast rising as one of UK’s top photographers. And now, Pepe Jeans London proudly unveils the first chapter of its collaboration with Brooklyn Beckham.

Launched in tandem with World Water Day 2021 (22nd March), Wiser Future celebrates the preciousness of water and reflects on its vital importance for the future. Through images directed and self-shot by Brooklyn Beckham, and a video by Zhamak Fullad, the Wiser Future campaign plays with the reflection created by frameless mirrors in various environments and features Wiser Wash® denim pieces by the iconic Portobello Road-origin label Pepe Jeans London.

Wiser Wash® is a revolutionary washing technology which drastically reduces the use of water in the production of denim, using only one cup of water for the decolourization process of a pair of jeans (vs 16 liters for a traditional wash), and zero toxic chemicals.

The hero images of the Wiser Future campaign feature photographer Brooklyn Beckham at the beach, self-photographing via a frameless mirror that reflects the magnificence of the ocean. Mr Beckham wears a Wiser Wash® “Young” denim jacket and slim “Hatch” Wiser Wash® denim jeans.

Campaign images, social-first videos, and BTS will continue to roll out across Pepe Jeans London social channels and selected media partners, concluding on Earth Day, April 22nd, 2021.


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

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A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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