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Bold Move: True Religion Launches New Digital Campaign

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

True Religion Apparel, Inc. revealed its new Be So Bold campaign, which celebrates the Fearless Style brand relaunch and invites consumers to take the stage——across social and digital platforms——through bold statements of personal expression. The Fearless Style platform is also the inspiration for True Religion’s new product line available in retail stores and online beginning in October. As part of the brand transformation, the company will be launching a new store concept in key markets this fall.

For the campaign, the brand is enlisting tastemakers and trendsetters to share Tweets, Instagrams, photos or Vines of themselves showcasing their own fearless style using the hashtags #BeSoBold and #EnterToWin. True Religion will turn over its Facebook page to showcase the best entries, and winners will also have the chance to be featured on True Religion’s website and Instagram account.

Winning photos and videos will also be displayed on the nine-foot digital storefront windows and interactive kiosks in new stores that will open this fall in New York, Los Angeles, Chicago, Las Vegas and Washington, D.C. Existing stores will be revamped to create an elevated brand experience. The grand prizewinner was also awarded a $1000 shopping spree.

True Religion CEO David Conn said, “True Religion is an iconic and highly differentiated brand. Our new platform of Fearless Style will bring to life the elements that make us unique and which have enabled True Religion to connect so strongly with our loyal customers.” He added, “Fearless Style will define our next chapter, enabling consumers to experience an exciting and bold evolution of our product, our retail stores and our brand communications.”

The Fearless Style campaign marks a new digital era for the company, which has relied on print and television to promote its product in the past. The campaign launched Sept. 26 across all platforms—just in time to promote its fall range of new lightweight, stretch denim.