Jayda Cheaves Stars in True Religion’s New Maximalist Collection Celebrating Strong Women

LOS ANGELES--(BUSINESS WIRE)--Oct 10, 2024--

True Religion, the iconic global lifestyle, apparel and accessories brand, today announced it has partnered once again with Jayda Cheaves for the brand’s newest women’s collection, “From True Baddie, To The Baddest.” Based around Cheaves’ hyper-feminine, super sexy, and highly embellished style, the campaign embraces the ultimate in girl boss looks. Building upon the success of her campaign for last Fall’s “True Baddie” collection, the television personality, entrepreneur, and influencer will tease the collection on her social channels (@jaydacheaves) on October 9 th in advance of the collection launch on October 10 th.

“We love everything about Jayda, and designed a collection that reflects her maximalist style, fierce attitude, and more is more ethos,” said Tina Blake, True Religion’s Senior Vice President of Design and Brand Image. “Jayda is the perfect example of a multi-hyphenate, entrepreneurial woman who can do it all—from her Act Normal podcast to starting and running her own brand. Her fun, get it done attitude comes through in every one of the collection’s luxe details, including (faux) fur trim; oversized logos; opulent uses of leopard print; bedazzled denim; cropped body-con jackets; plush track suits; and seductive mesh details.”

Last year’s True Baddie collection drove double digit sell throughs in True Religion’s growing women’s apparel category. With more than 15 million followers across her platforms on Instagram and TikTok, Jayda tackles important topics on her podcasts and creates content that inspires women to be their best, most authentic selves.

“We were thrilled to partner again with Jayda for another incredible campaign,” said Kristen D’Arcy, Chief Marketing Officer, True Religion. “Last fall, Jayda’s content helped True Baddie surpass all of our expectations. Our shoppers spent 103% higher than average time on our website, and we saw a 211% increase in conversion rates. Jayda’s teaser on her Instagram stories contributed to the collection selling out within a few short weeks.”

“From True Baddie, To The Baddest” price points range from $59 – $69 for tanks and tops; $119 - $159 for activewear including jackets and sweaters; and $139 - $249 for denim. The collection will be available in True Religion stores nationwide, on truereligion.com, and also in select Urban Outfitters, Tillys, and PacSun locations.

About True Religion:

In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch was instantly recognized for style that was unlike any other denim brand in the world. True Religion speaks to the uniqueness found in all of us. The brand is worn by athletes, musicians, and artists globally to express their individual style. Delivering an exclusive assortment of iconic styles, True Religion Brand Jeans focuses on producing high quality premium denim and sportswear for men, women and kids.

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