Kristen D’Arcy on bringing True Religion’s Y2K codes to a new generation

True Religion’s marketing strategy can be summed up in three words: then and now, Kristen D’Arcy, who became the brand’s first chief marketing officer in 2023, told FashionUnited.

“‘Then and now’ is about honouring our history while inspiring consumers to make the brand their own,” D’Arcy said. "Our heritage gives us a rich foundation of recognizable codes that we continually bring to life in fresh, relevant ways. Through today’s products, talent, styling, platforms, and cultural conversations, we invite a new generation to experience True Religion on their own terms."

The codes she refers to date back to the brand’s early-2000s heyday, including the horseshoe logo, Super T stitching, statement denim, logos and embellishment. “They remain distinctive today because they come from True Religion’s authentic identity,” D’Arcy said.

For D’Arcy, the appeal of Y2K goes beyond nostalgia. “Y2K offers today’s consumers a fresh way to explore bold, expressive style,” she said. “The combination of legacy and self expression continues to resonate with a new generation.”

That idea shapes how True Religion competes for attention. Instead of relying on traditional advertising, D’Arcy is focused on experiences consumers can take part in. “Consumer attention is one of the most valuable currencies in marketing today,” she said. “Our focus is on developing experiences people genuinely want to engage with, discuss, and share, from Megan [Thee Stallion] wearing True Religion to unexpected collaborations, Fashion Week retail moments, and culturally relevant events.”

“The channel may change, but the objective remains the same: earn attention by creating meaningful reasons for people to participate,” she added.

New York Fashion Week in September put that approach into practice. True Religion paired a public Y2K retail event on September 9 with an invite-only night, “That Was Then, This Is Now,” at New York venue Flyfish on September 13. “NYFW allowed us to turn marketing into participation,” D’Arcy said. “We created experiences they can attend, share, remember, and make their own.”

The Flyfish guest list reflected the “then and now” theme, mixing early-2000s names with current ones, including Fabolous, Ja Rule, Joey Bada$$, Dave East, A Boogie wit da Hoodie, Cash Cobain, Dess Dior, Davido, Julez Smith and the Combs Twins. “We brought together people who remember what New York nightlife and fashion felt like during the aughts alongside people who are defining culture right now,” D’Arcy said.

The same thinking guides how True Religion chooses who represents it. The brand has worked with artists including Megan Thee Stallion, Ciara and Anitta in past campaigns. “We look for cultural alignment and genuine connection,” D’Arcy said. “The right partner has a distinct point of view, influences culture, and naturally embodies True Religion’s roots in music, sports, and entertainment. When the relationship is authentic, the partnership is a shared expression of style.”

The first CMO

D’Arcy’s career includes roles at Ralph Lauren, Oscar de la Renta, Coty, American Eagle and PacSun. As True Religion’s first chief marketing officer, she did not have to build the brand from scratch. “The brand already had strong cultural equity and a loyal community, so my focus has been on building on that momentum by connecting our teams, sharpening our storytelling, and creating an integrated, modern approach to marketing that carries the brand’s legacy forward,” she said.

“At True Religion, I’ve learned how important it is to balance the strength of an established heritage brand with the need to stay culturally relevant and digitally focused,” D’Arcy added. “My role is to honor the brand’s recognizable codes and loyal community while evolving the storytelling, engaging today’s consumer, and ensuring marketing contributes directly to sustainable growth.”