True Religion is turning heads once again with its latest women’s collection, Baddie in the City, fronted by beauty mogul, influencer, and entrepreneur Ari Fletcher. The campaign celebrates unapologetic confidence, individuality, and streetwear elevated with True Religion’s iconic edge.
A Celebration of Fearless Femininity
Following the brand’s growing success in womenswear, Baddie in the City highlights those who shape culture on their own terms. Fletcher brings her signature energy and style to a collection that blends dirty denim, baby tees, oversized bombers, and statement accessories — all crafted with the brand’s unmistakable attitude.
“Ari represents the essence of today’s Baddie — ambitious, fearless and unapologetically herself,” said Kristen D’Arcy, Chief Marketing Officer and Head of Digital Growth at True Religion.
Creative Director Tina Blake adds that the new drop is all about confidence:
“From statement bombers to baggy denim, every piece is designed to carry that same energy into the streets.”
Ari Fletcher: The Ultimate Modern Baddie
With a social media following in the millions, Ari Fletcher is more than a beauty mogul — she’s a cultural force. The founder of REMEDY BY ARI, REMEDY Swim, and co-founder of KYCHE Extensions, Fletcher has built a multi-faceted empire that empowers women to own their success and personal style.
Her bold personality and entrepreneurial drive make her a perfect fit for the Baddie in the City ethos — a campaign about embracing individuality, ambition, and self-expression.
True Religion Meets Digital Culture
To bring Baddie in the City to life, True Religion is rolling out content across Instagram, TikTok, YouTube, and Snapchat, giving fans a closer look at Ari’s world — where fashion, influence, and confidence collide.
“These platforms are where culture happens, and True Religion is showing up at the center of it,” said D’Arcy.
Shop The Collection
The Baddie in the City collection is available now at truereligion.com and select retail stores, with prices ranging from £43 to £190. Expect bold silhouettes, street-style staples, and that signature True Religion stitching that continues to define modern denim.
About True Religion
Founded in 2002, True Religion quickly became a global fashion icon, recognised for its Super T stitching and innovative construction. Today, the brand continues to evolve, offering premium denim, sportswear, and accessories for men, women, and kids — staying true to its DNA of authenticity and self-expression.
