True Religion’s new campaign is resonating with consumers.
Last month, the Los Angeles-based denim brand launched “New Year, New True,” a digital, social, e-commerce and retail campaign starring media personality and entrepreneur Chelley Bissainthe and artist/rapper Kalan.FrFr.
Styled to feel both “powerful and personal,” the brand says Chelley’s looks showcase how denim becomes a statement of identity, while Kalan.FrFr’s “lived-in approach to fashion” captures the brand’s ideals about self-expression and effortless style.
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“New Year, New True is about showing up as yourself and setting the tone for the year ahead,” said Kristen D’Arcy, True Religion’s chief marketing officer and head of digital growth. “Chelley and Kalan each bring an authentic point of view and cultural credibility that align naturally with the brand. Together, they represent the confidence, individuality and real-life style that True Religion stands for, helping us tell a modern, denim-led story that feels relevant right now.”
The campaign reinforces denim as the foundation of the Y2K brand while expanding the narrative to a complete, head-to-toe wardrobe that reflects how consumers dress today. Featured denim styles include the men’s Straight Hem Super QT Denim Shirt and Mikey Super QT Baggy AF Jean, and the women’s denim puffer and Jessie Mid Rise Super T Flap Super Baggy Jean. Track sets, sweat pants, hoodies and T-shirts round out the styles.
“Denim has always been our canvas, but we approach each collection with a full wardrobe mindset,” said Tina Blake, True Religion’s creative director and senior vice president of design, merchandising and brand image. “This campaign shows how denim works in the real world—styled up or down and integrated into full looks that feel current while staying true to the brand.”
“New Year, New True” is already delivering results across its denim pages, according to the brand, with seven featured styles driving a 145 percent day-over-day increase. Chelley-featured styles surged 375 percent compared to the previous day. Kalan.FrFr–featured styles delivered a 93 percent increase.
“The early performance underscores the power of talent-driven storytelling and signals strong momentum carrying into the new year,” True Religion said. The campaign will continue to roll out across digital, social, e-commerce and retail touchpoints, supporting a series of product drops designed to carry momentum into the new year.
