Pepe Jeans London and Oracle Red Bull Racing are orchestrating a four-day takeover of Madrid, from Thursday September 10 to Sunday September 13, according to FashionUnited UK. L'opération coincides with the Grand Prix d'Espagne, held for the first time on the new Madring circuit.
According to FashionUnited UK, the Oracle Red Bull Racing x Pepe Jeans collection is available via the Pepe Jeans online store, the pop-up located at 10 rue Fuencarral in central Madrid, as well as a selection of the brand's retail stores and department stores. Trois El Corte Inglés stores in Madrid, Preciados, Goya and Sanchinarro, are also hosting locations dedicated to the collaboration.
A two-part collection
The FW26 collection places the Oracle Red Bull Racing logo on T-shirts, sweatshirts and jackets, with denim styling by Pepe Jeans, in a palette of racing navy and electric blue accented with red and white. A separate Madrid capsule draws inspiration from the city, with graphics evoking the Puerta de Alcalá, the Puerta del Sol and the Cibeles fountain.
The circuit as a retail extension
At the Madring circuit, Pepe Jeans is operating a Custom Studio inside the Paddock Club, where visitors can customise denim and other items with the collaboration's graphics. A second pop-up store is located inside Red Bull's Burladero hospitality venue on the circuit. Online, the partnership has dedicated landing pages on the Pepe Jeans website and on Zalando.
L'événement is accompanied by a discussion panel and a Q&A session hosted by Melissa Jimenez, with Laurent Mekies, team principal and CEO of the Oracle Red Bull Racing team, and Pepe Martí, a Red Bull athlete, in attendance. At the same time, Pepe Jeans is extending the campaign beyond Madrid through a group of fashion, lifestyle and Formule 1 influencers, hosted at the Paddock Club and the Burladero during the race weekend, who are sharing content on Instagram and TikTok.
