Pepe Jeans London, a division of the Spanish group AWWG has teamed up with London-based Brooklyn Beckham to highlight the company's water conservation activities and support its digital and social media ambitions.

As part of a two-year contract, photographer and model Brooklyn Beckham will collaborate with the British brand, providing artistic and photography guidance, as well as product design feedback.

The first stage of the collaboration, according to the company, started this spring and combined Beckham's innovative photographic style with the brand's sustainable denim.

The company explained that the London-based brand's vision and strategic growth of its men's market are enhanced by this dynamic collaboration. A great British match, it aims to combine Pepe Jeans London's heritage with Brooklyn Beckham's new and modern artistic approach.

The Wiser Future campaign, directed and self-shot by Brooklyn Beckham, and featuring Wiser Wash denim pieces by Pepe Jeans London, plays with the reflection provided by frameless mirrors in different settings, with photos directed and self-shot by Brooklyn Beckham and video by Zhamak Fullad.

Wiser Wash is a groundbreaking denim washing system that uses only 1 cup of water for the decolorization process of a pair of jeans (vs. 16 liters for a conventional wash) and uses no harmful chemicals.

The Wiser Future campaign's hero photographs show photographer Brooklyn Beckham at the beach, self-photographing in front of a frameless mirror that represents the beauty of the ocean. Beckham is dressed in a Wiser Wash “Young” denim jacket and Wiser Wash “Hatch” denim jeans.

Photos from the campaign, social-first posts, and behind-the-scenes footage will continue to be released through Pepe Jeans London social networks and select media partners until Earth Day, April 22, 2021.

The announcement comes as the company continues its Re:set restructuring plan, which involves the closure of around 50 stores and foreign offices around the world as it focuses on its core business and markets.