True Religion’s efforts to court female consumers are taking shape.
The brand launched recently its first shaping jeans called the True Booty Perfector collection.
The collection offers straight, skinny and bootcut fits, each made with super stretch sculpting fabric, a gap-proof waist and a curved yoke that accentuates the bottom. The brand said the yoke acts as a “booty lifting powerhouse” to deliver a lifted and enhanced silhouette.
The jeans feature True Religion’s signature horseshoe detailing on the back pockets and come in three washes.
The women’s category has been a key focus area for True Religion. Tina Blake, True Religion’s senior VP, women’s design and brand image, joined the company 18 months ago to grow the business.
The brand launched its first women’s focused campaign this spring with Saweetie. In the past year, True Religion’s women’s business grew 20 percent with a double-digit comp growth. The company’s goal is for its women’s business to be on par with the men’s by 2026.
True Booty Perfector collection
“We know that our customer loves to flaunt her curves. She wears True Religion jeans for special occasions, date nights, and whenever she wants to look her best,” Blake said, adding that the True Booty Perfector collection was a year in the making.
True Religion teamed with social media personality Anastasia (Stas) Karanikolaou to star in True Booty’s launch campaign. “I was thrilled to shoot this campaign with True Religion,” Karanikolaou stated. “The True Booty Perfector jeans I wear in the campaign are the first jeans I’ve worn in years that fit me perfectly without any alterations.”
The True Booty Perfector collection is available now on True Religion’s website and in select stores. The jeans retail for $159 and come in sizes 22-42.
