True Religion and Baby Phat Finally Make the Y2K Crossover Everyone's Closet Was Begging For
The denim brand's first-ever collaboration with Kimora Lee's streetwear label pairs Super T stitching with hot-pink crystals, low-rise everything, and a reality-TV-style campaign shot in a Beverly Hills mansion.
True Religion and Baby Phat unveiled their first-ever collaboration on October 20, pairing True Religion's signature Super T stitching and denim with Baby Phat's hot pink, crystal embellishments, and furry trims. Every bottom in the collection is low-rise, because 2026 has apparently decided the early 2000s didn't get enough of a victory lap: bootcuts, flares, baggy jeans, and a micro skirt that clocks in at roughly 10 inches long.
The campaign, titled "Making the Campaign," stars It-girls Aniya Harvey and Kayda Bosse and was shot inside a Beverly Hills mansion as a mock reality show in the style of MTV's Making the Video, complete with confessionals and fit checks. Kristen D'Arcy, True Religion's chief marketing officer, says the brand is "always looking for meaningful ways to honor our legacy," while Baby Phat founder Kimora Lee is more blunt about it: "This is not a throwback. It's the real thing." The collection drops October 27 on both brands' sites.
Calling it "not a throwback" while building the entire campaign around low-rise jeans, crystal doodles, and a Y2K reality-TV pastiche is the kind of confident reframing brands only get away with when the nostalgia cycle is already doing their marketing for them. True Religion and Baby Phat both know exactly which decade they're selling back to millennials who swore they'd never wear it again.
Source: PR Newswire
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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