Called “Style is a Gift,” the campaign features rapper and recording artist Quavo alongside influencer, TV personality and entrepreneur India Love. The goal is to position True Religion as the ultimate gifting destination for apparel and accessories, especially among Gen Zers who are increasingly gravitating toward Y2K-nostalgia style.
The 360-degree campaign was designed to speak to True Religion’s loyal shoppers with a digital-first media plan, followed by a holiday-specific influencer extension. High-profile talent from the worlds of music, fashion and sports will create a series of holiday content and take over True Religion’s Instagram account each week.
Quavo and India are currently featured on the True Religion ecommerce site, app and social accounts, sharing their perspectives on individuality, style, family and, of course, holiday gifting. Through a photo series and videos, the influencers aim to put a playful twist on traditional holiday content.
True Religion’s holiday collection features on-trend holiday gifts that incorporate rich textures like velour, faux shearling, faux leather, and a color palette dominated by black, white, gold and deep red.
The campaign launch comes on the heels of “an incredible amount of growth” for True Religion and represents the close of a monumental year in the brand’s turnaround effort, according to CEO Michael Buckley. “With this momentum behind us, we are ready to end the year with a robust holiday season. This campaign perfectly captures all the excitement around True Religion that our customers love — from our hip-hop heritage to our fantastic array of opulent gifts for men and women.”