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Ari Fletcher Owns the Streets in True Religion’s New “Baddie in the City” Campaign

via Business Wire

As True Religion’s women’s business continues its rapid growth, new collection pays tribute to those who shape culture on their own terms

True Religion, the iconic global lifestyle, apparel and accessories brand, has partnered with beauty mogul, style influencer and creator Ari Fletcher for its Baddie in the City campaign celebrating the brand’s latest women’s collection. As True Religion’s women’s business continues to grow rapidly, Fletcher brings her unapologetic confidence to the campaign that pays tribute to those who shape culture on their own terms.

Every season, True Baddies celebrates women who own their truth and own their style. This fall, Fletcher’s version of Baddie in the City is set against a statement cityscape, where dirty denim, baby tees, oversized bombers and statement accessories come together in a collection designed to serve an elevated take on street style with True Religion’s signature attitude. Each look is styled as a declaration of individuality, worn with intent, energy and absolute confidence.

“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,” said 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.”

A multi-hyphenate success, Fletcher is a beauty mogul, entrepreneur, cultural force and digital influencer powerhouse. As the founder of beauty brand REMEDY BY ARI, swim brand REMEDY Swim, YouTube cooking show, Dinner with the Don, and co-founder of KYCHE Extensions, she has transformed her influence into thriving brands that champion style and self-expression. Beyond beauty, Fletcher has built an empire that spans fashion and lifestyle, while consistently using her platform to inspire others to live with a sense of independence and confidence. Through her ventures and investments, she has carved out space for women to lead with unbounded ambition. Known for her bold personal style and fearless voice, Fletcher embodies the modern Baddie, a woman who owns her success, shapes culture and empowers others to do the same.

“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.”

The Baddie in the City collection will be available online and in select stores, with price points ranging from $39 to $184.

About True Religion

Founded in 2002, True Religion quickly became a global icon by redefining fashion with its bold Super T stitching and innovative construction. Worn by artists, athletes and style pioneers, the brand is rooted in self-expression and individuality. Today, True Religion continues to evolve while staying true to its heritage—blending timeless craftsmanship with modern influences. Offering high-quality denim, sportswear, accessories and more for men, women and kids, True Religion remains a go-to for those who live boldly and authentically.

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