California-based denim brand True Religion has revealed today that three-time Grammy Award-winning artist and entrepreneur Megan Thee Stallion will headline its upcoming holiday campaign, “Where Holiday Wishes Come True.” The campaign also features rising star Hunxho, an American rapper, singer, and songwriter.
Set to debut on October 22, the 360-degree campaign will showcase True Religion’s best looks and gift selections for the season. It will be amplified across multiple channels, including out-of-home, a social media takeover with popular influencer Dudette, holiday-themed Q&As on the brand’s website and app, celebrity gifting, and more.
True Religion’s emphasis on high-profile collaborations has proven successful, with past campaigns featuring rappers Dreezy in 2022 and Saweetie earlier this Spring contributing brand’s financial rebound. In 2022, the company also appointed Tina Blake, formerly of Techstyle Fashion Group, as Senior Vice President of Women’s Brand Image, a newly created role aimed at strengthening the brand’s presence in the women’s market. As a result, sales surged by approximately 20%, reaching around $280 million in 2023, according to CNBC. Despite this growth, True Religion is currently up for sale, with its owners, Farmstead Capital Management, seeking potential buyers.