Saweetie Rocks True Religion’s Spring 2024 Campaign – Don’t Miss It

True Religion, the renowned global lifestyle apparel and accessories brand, has unveiled its Spring 2024 campaign titled “Go There,” featuring the American rapper, style icon, and Grammy® nominee Saweetie. The campaign, set to launch on February 8, showcases Saweetie as the protagonist of her own fantasy travel movie, adorned in True Religion’s resurgent women’s collection within captivating sets.

Michael Buckley, Chief Executive Officer of True Religion, expressed excitement about collaborating with the esteemed artist for the brand’s inaugural women-focused campaign. He stated, “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. 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.”

The accompanying video features Saweetie navigating through theatrical sets in one continuous take, showcasing an eclectic array of looks in stylized locations around the world, culminating on the Hollywood red carpet. Saweetie dons various on-trend styles, including denim halters, graphic tees, patchwork, printed denim dresses, and baggy jeans.

Saweetie expressed her admiration for True Religion, stating, “True Religion has always been that girl. This new line stays authentic to the True Religion I grew up wearing but also has some bold and unexpected pieces.”

The Spring women’s collection is characterized by bold choices and unexpected pairings. Tina Blake, True Religion’s Senior Vice President, Women’s Design and Brand Image, shared her inspiration for creating the ultimate travel wardrobe. She mentioned, “We know that our customer wants to be on trend and really go there with her style. This spring season, we looked to our archives to marry our True Religion heritage with current trends.”

The comprehensive “Go There” campaign aims to transport shoppers into a fantastical world, encouraging them to elevate their style with confidence. The digital-first media plan includes two out-of-home placements in NYC’s Soho neighborhood and LA’s Sunset Boulevard. Additionally, True Religion plans to engage with popular music and sports events, inviting customers, influencers, and celebrities into the True Religion world.

Kristen D’Arcy, True Religion’s Chief Marketing Officer, emphasized the campaign’s theme, stating, “’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. Saweetie is the very embodiment of this main character energy, which comes across throughout every campaign asset for Spring.

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