True Religion has tapped beauty mogul, style influencer and creator Ari Fletcher to front its “Baddie in the City” campaign, celebrating the brand’s latest women’s collection.

As True Religion’s women’s business continues to grow, the collaboration underscores the brand’s growing focus on female consumers and its connection to culture. Fletcher brings her trademark confidence to the campaign, which spotlights women who shape culture on their own terms.

Set against a cityscape backdrop, Baddie in the City captures the essence of True Religion’s streetwear heritage, while highlighting dirty denim, baby tees, oversized bombers, and statement accessories.

“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, True Religion.

“Ari’s style is not about following trends but about shaping and redefining them, which is exactly the spirit we wanted to capture in this collection,” added Tina Blake, creative director and senior vice president of design, merchandising and brand image, True Religion. 

“From statement bombers to baggy denim, every piece is specifically designed to carry that same confidence into the streets.”

Fletcher, who has transformed her influence into thriving brands, is the founder of Remedy By Ari, Remedy Swim, and co-founder of Kyche Extensions. She also hosts Dinner with the Don, a YouTube cooking show.

“By amplifying Baddie in the City across Instagram, TikTok, YouTube and Snapchat, we’re giving fans a front-row seat to Ari’s world, where fashion, influence and self-expression meet,” added D’Arcy. “These platforms are where culture happens, and True Religion is showing up at the center of it.”