Our ICY GIRL era has officially been unlocked thanks to Saweetie and True Religion ❄️.
The chart-topping artist and iconic clothing brand have joined forces share its latest unisex Spring 2024 Collection, which is all about “going there” when it comes to daring, trendy fashion that makes you feel confident AF at all times.
To celebrate the one-of-a-kind drop, True Religion shut down The Mulberry in the Lower East Side neighborhood of Manhattan on Wednesday (February 7) for a launch party filled with show-stopping threads, espresso martinis, tasty tequila and incredible vibes to make the event truly unforgettable.
Tons of influencers and VIPs were mingling throughout the night, including Celeb Secrets’ own Juliet Schroder who was wearing the Becca Mid Rise Super T Bootcut Jean ($143.40), the TR Patched Bomber Jacket ($139) and the Buddha Trucker Hat in Orange Maple ($29). The “Immortal Freestyle” rapper even stopped by for an appearance, where she was seen wearing a denim-on-denim fit from the new drop that was paired with a fur coat that was truly Mob Wife-worthy.
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The Spring 2024 women-focused campaign was a first for True Religion, and it was a no-brainer for the rapper when the brand wanted to team up with her for the ultimate collaboration.
“True Religion has always been that girl,” said Saweetie in a statement. “This new line stays authentic to the True Religion I grew up wearing but also has some bold and unexpected pieces.”
“We are thrilled to work with an artist as renowned as Saweetie on our first womens-focused campaign,” said Michael Buckley, Chief Executive Officer, True Religion added. “Over the past 18 months, we’ve seen tremendous growth in the women’s category and are well within reach of our goal for women’s to be on par with men’s by 2027. In 2023 alone, women’s was responsible for more than $21 million in additional sales. We look forward to launching this aspirational campaign for our female consumer.”
In the campaign video, Saweetie moves through the theatrical sets in one continuous take. She is featured in a dynamic array of looks across stylized locations of notable landmarks all over the world, ending on the red carpet in Hollywood. Saweetie can be seen in a variety of current trends including denim halters, graphic tees, patchwork, printed denim dresses, and baggy jeans.
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The 360-degree campaign was created to invite shoppers ito a fantastical world to explore taking their style to the next level by unabashedly going there with confidence. Its digital-first media plan includes two OOH placements, one in NYC’s Soho neighborhood and the other on LA’s Sunset Boulevard. This spring, the brand will also be “going there” to the center of culture with activations at some of the most popular events in the worlds of music and sports designed to invite customers, influencers, and celebs into the world of True Religion.
You can shop the first drop of True Religion’s Spring 2024 collection here — feel free to let us know what you think of the items by leaving a reaction at the bottom of the post and don’t forget to tag us in your #OOTDs on Instagram at @celebsecrets if you wind up purchasing one.
For more coverage from New York Fashion Week, click here.
