True Religion will launch its fall-winter 2018 campaign, after filing for bankruptcy. They quickly realized they needed supermodel Bella Hadid, for the brand’s revival.
According to a statement from True Religion, Hadid was “the natural choice to meld the iconic essence of the brand with the modern view of its future.”
Photographed by Boo George, the campaign is set in a glossy warehouse in Los Angeles where Hadid is maxing and relaxing in a crop top and a slew of mid-rise denim washes, all featuring True Religion’s trademark stitching and back pocket horseshoe logo, both of which had a powerful cache circa 2001. We’re guessing the crucifix necklace, bracelets, and a hip chain belt were the model’s own, according to a 2018 Elle report.
An all-star creative team was assembled to shoot the fall campaign, which will begin appearing in media on Aug. 27 and in all store windows across the U.S. and U.K on Sept. 6. Photographer Boo George, stylist Mimi Cuttrell, and hair and makeup duo Jen Atkin and Mary Phillips created the imagery and looks to usher True Religion into a new era that honors the heritage of the brand, according to a 2018 Women’s Wear Daily report.
“It was a great experience shooting an iconic denim campaign in Los Angeles,” Hadid said to Women’s Wear Daily in a 2018 report. “I grew up with True Religion and was excited to play a part of the brand’s next chapter.”
The entire collection is said to be inspired by True Religion’s early 2000’s designs.
The brand said Hadid’s cool-girl flair “embodies all things True Religion, past, present and future; iconic, edgy and everlasting,” and this new imagery is meant to “usher [in] a new era that honors the heritage of the brand.” The campaign will officially launch in the U.S. and U.K. on Monday, August 27.
