True Religion Taps Ari Fletcher for 'Baddie in the City' Campaign

True Religion has made a strategic move in the fashion landscape by partnering with beauty mogul and influential creator Ari Fletcher to lead its new "Baddie in the City" campaign. This collaboration celebrates the brand's latest women's collection and represents a significant step in True Religion's evolving marketing strategy, particularly as the company's women's business continues to demonstrate strong growth.

Campaign Focus and Brand Strategy

The "Baddie in the City" campaign underscores True Religion's increasing emphasis on female consumers and its commitment to staying connected with contemporary culture. As Kristen D'Arcy, chief marketing officer and head of digital growth at True Religion, explained in the FashionNetwork announcement, "Ari represents the essence of today's Baddie—ambitious, fearless and unapologetically herself." This positioning aligns with the brand's desire to connect with modern consumers who value authenticity and self-expression.

Collection Highlights and Creative Vision

Set against urban backdrops, the campaign captures True Religion's streetwear heritage while showcasing key pieces from the new collection. The lineup features dirty denim, baby tees, oversized bombers, and statement accessories designed to resonate with today's fashion-conscious consumers. Tina Blake, creative director and senior vice president of design, merchandising and brand image at True Religion, emphasized that "Ari's style is not about following trends but about shaping and redefining them, which is exactly the spirit we wanted to capture in this collection."

Ari Fletcher's Influence and Brand Portfolio

Ari Fletcher brings substantial credibility to the campaign through her established presence in the beauty and fashion industries. As the founder of Remedy By Ari, Remedy Swim, and co-founder of Kyche Extensions, Fletcher has demonstrated her ability to transform personal influence into successful business ventures. Her additional role as host of "Dinner with the Don," a popular YouTube cooking show, further expands her reach across multiple content verticals, making her an ideal partner for True Religion's multi-platform campaign approach.

Digital Distribution Strategy

True Religion plans to amplify the "Baddie in the City" campaign across major social media platforms including Instagram, TikTok, YouTube, and Snapchat. According to D'Arcy, this multi-platform approach gives "fans a front-row seat to Ari's world, where fashion, influence and self-expression meet." The brand recognizes that these digital spaces are where contemporary culture develops and aims to position True Religion at the center of these conversations.

Brand Evolution and Market Positioning

This campaign represents more than just a seasonal collection launch—it signals True Religion's ongoing evolution as a brand. By partnering with a dynamic influencer like Fletcher, the company demonstrates its understanding of modern marketing dynamics and its commitment to remaining relevant in a rapidly changing fashion landscape. The collaboration bridges True Religion's established heritage with contemporary cultural movements, creating a compelling narrative for both existing customers and new audiences.

The "Baddie in the City" campaign successfully merges True Religion's denim expertise with current fashion sensibilities, while Fletcher's involvement brings authentic cultural credibility to the collection. This partnership exemplifies how heritage brands can effectively engage with modern consumers while staying true to their core identity.