True Religion Jeans Seeks #BeSoBold Moments With Hipsterific Ode To Millennials
The fashion brand seeks to associate itself with bold style trend setters in a new campaign and contest.
Working with 180LA, True Religion Jeans is out with a campaign entitled Be So Bold which relaunches the brand’s Fearless Style line of jeans and encourages people to share their “bold statements of personal expression” across social media.
Running through October 24, a social outreach campaign aims to recruit style leaders to share their bold self-expression by convincing them to post Tweets, Instagrams, photos or Vines of themselves showcasing their own fearless style using the hashtags #BeSoBold and #EnterToWin.
Of the Be So Bold approach, True Religion CEO David Conn said:
“True Religion is an iconic and highly differentiated brand. Our new platform of Fearless Style will bring to life the elements that make us unique and which have enabled True Religion to connect so strongly with our loyal customers. Fearless Style will define our next chapter, enabling consumers to experience an exciting and bold evolution of our product, our retail stores and our brand communications.”
Which is how we end up with this Millennial-fueled, hipsterific display of over-the-top, pompous self importance:
…that’s so ridiculous it netted this comment:
LOL this commercial is so full of hipsters, Be Bold and spend waaaayyyy too much money on a pair of jeans, but it’s okay, cus you’re bold! Chicks dig that right? You guys suck, and so do your overpriced jeans.
Which isn’t to say the campaign is a failure. In fact, it pretty much assures us that fashion advertising will always be the same; aspirational in a way that no one portrayed in the campaign actually exists.
Which is how fashion brands like it. They want an exclusive club. They want a whole lot more people who want to be in the club than are already in the club. It’s all about exclusivity.
That said, if a bunch of people like the ones in this ad walked into a bar like they did, they’d probably get laughed out of town.
But, hey. That didn’t prevent people from getting in on the action and sharing their inner fashion snob.
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