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Ashton Kutcher to replace Sienna Miller as the face of Pepe

Actor Ashton Kutcher is to be the face of Pepe Jeans London for the next two seasons, replacing Sienna Miller whose two year contract with the brand is up.

Kutcher, a former model who has starred in films including Dude Where’s my Car and The Butterfly Effect, will be joined by female model du jour Daria Werbowy.

The new campaign, which was shot by photographer David Sims in New York, will break in the March issues of a number of consumer magazines including Vogue, GQ and Arena Homme Plus.

The Kutcher campaign replaces the two-year Sienna Miller campaign which first appeared in magazines in March 2006.

The signing of Kutcher follows the departure of Pepe UK sales manager Terry Pearman, who resigned in December. Meanwhile Andrew Townsin has joined Pepe Jeans London as UK commercial director with immediate effect. Townsin is understood to have joined Pepe from Dockers.

In a statement to Drapers, Pepe said that a restructuring of the European business had led to Pearman's departure. It said: "Pepe Jeans Europe has recently undertaken a restructuring in its European business in order to bolster its strong growth in European and global markets. As a result of that restructuring Terry Pearman has resigned with immediate effect. Andrew Townsin joins Pepe Jeans London as UK commercial director with immediate effect."

Read Drapers' blog on Celebrities vs Models on this subject now.

Readers' comments (2)

  • I suppose that they didn't want to keep sienna cos she is focusing on her new brand but i always thoguht she worked well for the brand. Ashton is a very different face though as he is an Alist hollywood star rather than a brit-pack actress so maybe this means Pepe are looking to be more internationally appealing?

    Unsuitable or offensive?

  • I totally agree with and think that Pepe is looking to be more internationally known
    but if I have the possibility to be one of their suppliers may be we can helps them to reach their goal

    Unsuitable or offensive?

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