True Religion taps American rapper Saweetie for Spring 2024 campaign

Lifestyle apparel and accessories brand True Religion has tapped American rapper, style icon, and Grammy nominee Saweetie for its Spring 2024 campaign, titled ‘Go There’.

The campaign showcases Saweetie wearing True Religion’s women’s collection, set against a backdrop of exotic locations, as she takes center stage in her own fantasy travel movie.

“We are thrilled to work with an artist as renowned as Saweetie on our first women’s-focused campaign,” said Michael Buckley, chief executive officer, True Religion. 

“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.”

In the campaign video, Saweetie effortlessly navigates through a series of theatrical sets in a single continuous take, ending on the red carpet in Hollywood. She is captured in a variety of current trends including denim halters, graphic tees, patchwork, printed denim dresses, and baggy jeans.

“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, like the nod to Y2K with our wing tank and graphic baby tees, or the low rise flare Joey with the cut-off waistband,” added Tina Blake, True Religion’s senior vice president, women’s design and brand image. 

With a digital-first media strategy, including prominent placements in NYC’s Soho and LA’s Sunset Boulevard, True Religion aims to elevate its brand presence. Additionally, the brand is planning activations at key events in music and sports to engage customers, influencers, and celebrities.