True Religion Launches First Women’s-Focused Campaign with Saweetie
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Two-time Grammy nominee Saweetie is the featured figure in True Religion’s Spring 2024 campaign.
Called “Go There,” the 360-degree campaign features the rapper wearing True Religion’s new collection in her own “fantasy travel movie.” It invites consumers “into a fantastical world to explore taking their style to the next level by unabashedly going there with confidence,” the brand stated.
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In the campaign video, Saweetie moves through the theatrical sets in one continuous take. From notable global landmarks to a red carpet in Hollywood, Saweetie wears a variety of spring items including denim halter tops, graphic tees, patchwork, printed denim dresses and baggy jeans.
“True Religion has always been that girl,” Saweetie said in a statement. “This new line stays authentic to the True Religion I grew up wearing but also has some bold and unexpected pieces.”
Tina Blake, True Religion SVP, women’s design and brand image, was inspired by the challenge of building the ultimate travel wardrobe.
“We know that our customer wants to be on trend and really go there with her style,” Blake said. “This spring season, we looked to our archives to marry our True Religion heritage with current trends, like the nod to Y2K with our wing tank and graphic baby tees, or the low-rise flare Joey with the cut-off waistband.”
Two out-of-home ad placements, one in New York City’s Soho neighborhood and the other on Los Angeles’s Sunset Boulevard, are part of the campaign. True Religion is also planning activations at key music and sport events.
“We very much believe that style is not just about what you wear; it’s a destination where confidence meets individuality. Saweetie is the very embodiment of this main character energy, which comes across throughout every campaign asset for spring,” said Kristen D’Arcy, True Religion chief marketing officer. “‘Go There’ evokes the idea of adventure and travel and serves as a call to our customers to take their style to a more extreme, rebellious, and unexpected level.”
The partnership with Saweetie is True Religion’s first women’s-focused campaign and tightens the brand connection to musicians. Growing the brand’s women’s business has been a priority for Michael Buckley, who rejoined the brand as CEO in 2019.
“Over the past 18 months, we’ve seen tremendous growth in the women’s category and are well within reach of our goal for women’s to be on par with men’s by 2027,” he said. “In 2023 alone, women’s was responsible for more than $21 million in additional sales. We look forward to launching this aspirational campaign for our female consumer.”
Last fall, True Religion reported that its Y2K-inspired women’s styles sold exclusively at Urban Outfitters saw double-digit average weekly sell-thrus. Additionally, recent licensing deals for women’s accessories, belts and footwear are bound to support the brand’s endeavors.
