Jeans brand True Religion introduces its “fearless” style. “True Religion always contrasted with other brands and developed a strong recognition value through its style that made the brand popular”, says Mary Alderete, marketing manager at True Religion. “Our jeans are not for everybody. True Religion is for those, who want to be seen and heard.”

Therefore, True Religion now incorporates the customers into their campaign, all through social media. Customers are animated to post pictures of themselves wearing True Religion styles on Twitter, Facebook and Instagram and add the hashtags #BeSoBold and #EnterToWin. The winners get the opportunity to be presented on the True Religion Instagram account and on the website. Moreover, the winning photos and videos will be shown in digital shop windows in the new True Religion stores in New York, Los Angeles, Chicago, Las Vegas and Washington DC.

The campaign was started last year as part of the brand relaunch that includes the further development of products, a new shop concept and a change in the communication strategy. With the new campaign True Religion wants to make use of the importance of digital media.

The current True Religion collection finds inspiration in the roots of the brand. Their iconic seams get a makeover and are combined with modern cuts and fits; fabrics are light-weight and elastic, have metallic and lacquered, as well as vintage- and laser finishes.