Denim brand True Religion has revealed that three-time Grammy Award-winning artist Megan thee Stallion will headline its upcoming holiday campaign. Titled “Where Holiday Wishes Come True,” the campaign also features rising star Hunxho, an American rapper, singer and songwriter.
Set to debut on October 22, 2024, 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, a holiday-themed interview on the brand’s website and app, celebrity gifting and more.
The rise of Y2K fashion trends combined with impactful campaigns featuring Chicago-born rapper Dreezy in 2022 and Saweetie earlier this spring have helped contribute to the brand’s rebound. Recently the company revealed revenue had reached approximately $280 million in 2023, a 20% growth versus the prior year, according to reporting by CNBC.
Marketing efforts have been lead by Tina Blake, formerly of Techstyle Fashion Group, who in November 2022 was appointed senior vice president of women’s brand Image, a newly created role aimed at strengthening the brand’s presence in the women’s market.
Founded in 2009, True Religion is owned by hedge fund Farmstead Capital Management, which has let it be known it’s seeking to sell the brand. Handled by Baird, True Religion’s sale process began in January and the sellers have held conversations with multiple private equity firms as well as several publicly-traded apparel companies.
