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True Religion Spring 2012 Ad Campaign - Sneak Peek

True Religion Spring 2012 ads

Photo courtesy of True Religion

Rebel with a cause: Alicia Rountree and Brad Kroenig rev things up in True Religion's latest denim offerings.

Admit it: You're a total sucker for a guy on a motorcycle.

And, so, apparently, are the ladies in True Religion's brand-spanking-new Spring 2012 campaign, which channels the Wild Wild West with a whiff of Easy Rider cool.

Photographed by Alexi Lubomirski, the ads see models representing four different archetypes outfitted in denim, feathers and fringe: Alicia Rountree plays the Wanderer, Brad Kroenig (who takes over for Gabriel Aubry as resident heartthrob) is the Rebel, Tallulah Morton is the Bohemian, and Julia Dunstall is the Maverick.

Shot on the Ahmanson Ranch in Calabasas, California, the cool black and white images are infused with streaks of red and blue stars and stripes for a touch of Americana.

And the collection, which is available for purchase now, boasts names like Lonestar and Snake Eyes, and offers styles ranging from faded skinny jeans to denim and plaid shirts to fringed crop tops—there's a strong Western influence merged with a sexy rock star vibe.

The campaign also coincides with the relaunch of the True Religion Web site, which now features improved functionality and a new blog dubbed Unstitched.

True Religion Spring 2012 ads

Photo courtesy of True Religion

Capture the flag: Tallulah Morton and Julia Dunstall look Woodstock-worthy in fringe and feathers.

"We developed a comprehensive mulit-platform SS 2012 campaign which is rooted in four different personalities in order to truly define the DNA of True Religion," founder and CEO Jeff Lubell tells FashionEtc.

"This links back to our ethos as a company manufacturing in America— and stems from a very maverick, raw, can do!, land of the free mentality. The objective was to take a different, intelligent, politically relevant, culturally relevant, and thought-provoking approach … we want to reach the consumers that engage because of curious content."

A denim label with true grit? Sold.

And get an inside look at the making of the campaign below:

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