Under the direction of True Religion founder, chairman, chief executive officer and creative director Jeffrey Lubell, the women's ad images were shot in Malibu, California by photographer Ashley Barrett, whose clients include Dior, Bloomingdale's, Elle, and Women's Wear Daily. The women's ads showcase supermodel Marisa Miller, a Victoria's Secret Angel and the 2008 Sports Illustrated Swimsuit Edition cover girl, in True Religion's premium denim, distinctive knits and sportswear, swimwear, footwear and accessories. The men's ads feature the Nathan Giant Big T in the newly introduced Blacklight denim group.

"For our inaugural advertising campaign, we wanted to capture the hippie-bohemian-chic spirit of True Religion," said Jeffrey Lubell, chairman and chief executive officer of True Religion Apparel, Inc. "We are pleased to have Marisa Miller as the face of True Religion in this campaign, as she epitomizes the look of our brand. This campaign also shows how we are expanding our line, with handbags, footwear, swimwear and headwear all coordinated from a single design vision."