True Religion, a lifestyle brand known for its apparel and accessories, has enlisted rapper and style icon Saweetie for its Spring 2024 campaign called ‘Go There’. The campaign features Saweetie showcasing True Religion’s women’s collection in exotic locations, creating a fantasy travel movie vibe.
Michael Buckley, True Religion’s CEO, expressed excitement about collaborating with Saweetie for the brand’s first women’s-focused campaign. He highlighted the significant growth in the women’s category, with plans to equalize it with men’s by 2027. Tina Blake, True Religion’s senior VP of women’s design and brand image, discussed incorporating current trends into the collection, such as denim halters and baggy jeans, while staying true to the brand’s heritage.
The campaign video follows Saweetie as she moves through various theatrical sets, ending on the red carpet in Hollywood. The collection includes denim pieces, graphic tees, and printed dresses, reflecting the brand’s commitment to staying trendy.
True Religion aims to boost its brand presence with a digital-first media strategy and activations at key events in music and sports. The brand plans to engage customers, influencers, and celebrities with prominent placements in areas like NYC’s Soho and LA’s Sunset Boulevard.
