True Religion has recently ventured into the shapewear market with the launch of its 'True Beauty Perfector' collection. This new line, which debuted on May 30, 2024, marks the brand's first foray into shapewear, featuring pieces designed to enhance the silhouette. The collection includes the Jenny Curvy style jeans, available in three washes and fits, each incorporating an innovative curved back yoke that lifts and shapes the body.
"Our True Beauty Perfector collection, which was a year in the making, lifts, shapes, and enhances to deliver a flawless look," Blake stated. This move aligns with the brand's broader strategy to expand its women's category, aiming to equalize it with the men's segment by 2026. Notably, True Religion's women's business has already seen a 20 percent growth over the past year.
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According to Straits Research, the global shapewear market was valued at $2.9 billion in 2022 and is projected to reach $6.6 billion by 2031. The brand's entry into this fast-growing sector is part of its mission to diversify and strengthen its product offerings. The True Booty Perfector, retailing at $159, is available in sizes 24 to 42 for skinny-cut jeans and sizes 24 to 38 for boot-cut and straight-leg versions. It is sold exclusively through True Religion’s stores and website.
To promote the new collection, True Religion has enlisted fashion influencer Anastasia “Stas” Karanikolaou, known for her substantial and engaged following, to star in the campaign. This strategic partnership aims to leverage Karanikolaou's influence to boost the brand's visibility and appeal among fashion-forward consumers.
"We know that our customer loves to flaunt her curves. She wears True Religion jeans for special occasions, date nights, and whenever she wants to look her best," said Tina Blake, True Religion's Senior Vice President, Women's Design and Brand Image. "Our True Booty Perfector collection, which was a year in the making, lifts, shapes, and enhances to deliver a flawless look."
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