Californian model Bella Hadid is the new face of True Religion Jeans.
The signing of the popular supermodel marks a deliberate pitch by the denim brand to appeal to a younger consumer market as the brand continues to rebuild after a four month spell in bankruptcy protection late last year.
Hadid “embodies all things True Religion, past, present and future; iconic, edgy and everlasting,” the company said in a statement announcing the appointment.
“An inherit fan of the brand, Bella was the natural choice to meld the iconic essence of the brand with the modern view of its future.”
Hadid, 21, the daughter of former Dutch-born model Yolanda Hadid and Palestinian-American real-estate developer, has previously been engaged by Dior makeup, Givenchy, Victoria’s Secret’s Pink brand, Fendi and Tag Heuer, among many others.
For her True Religion Jeans debut, Hadid was photographed by Boo George and styled by Mimi Cuttrell to create a series of images and complementary looks “that usher True Religion into a new era that honours the heritage of the brand”.
Despite its boasts of “heritage”, True Religion Jeans is a relatively young brand, founded in 2002. After its bankruptcy, which had the support of lenders and came with an exit strategy pre mapped out, the company emerged with a streamlined store network and a stronger financial position.
Now, with “a quintessential, confident LA girl” as the new face of True Religion Jeans, the brand is looking to expand not just in the US, but internationally.
“Bella’s voice was not only an inspiration, but an integral part in imagining this campaign, envisioning the brand through her eyes for the next generation of True Religion fans,” said the company.