The campaign builds on past collaborations with Chelley as the brand deepens its connection with a Gen Z–driven audience

True Religion, the iconic global lifestyle, apparel and accessories brand, today announced the launch of its latest brand campaign, New Year, New True, starring media personality and entrepreneur Chelley Bissainthe and artist/rapper Kalan.FrFr. Designed to capture a confident, forward-looking mindset at the start of the year, the campaign reinforces denim as the foundation of the brand while expanding the narrative to a complete, head-to-toe wardrobe that reflects how consumers dress today.

“New Year, New True is about showing up as yourself and setting the tone for the year ahead,” said Kristen D’Arcy, Chief Marketing Officer and Head of Digital Growth, True Religion. “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.”

Chelley Bissainthe continues her partnership with True Religion, bringing undeniable style authority and cultural relevance shaped by her influence in reality television and digital culture. She reinforces the brand’s connection to a Gen Z–driven audience that dresses with intention and isn’t afraid to make an entrance. Styled to feel both powerful and personal, Chelley’s looks showcase how denim becomes a statement of identity.

Kalan.FrFr adds an instinctive, grounded energy rooted in music and culture. His lived-in approach to fashion reflects True Religion’s longstanding connection to authentic self-expression, embodying an everyday confidence that feels effortless, real and unapologetically true.

“Denim has always been our canvas, but we approach each collection with a full wardrobe mindset,” said Tina Blake, Creative Director and Senior Vice President of Design, Merchandising and Brand Image at True Religion. “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.”

The campaign launches in mid-December and will roll out across digital, social, e-commerce and retail touchpoints, supporting a series of product drops designed to carry momentum into the new year.

About True Religion

Founded in 2002, True Religion quickly became a global icon by redefining fashion with its bold Super T stitching and innovative construction. Worn by artists, athletes and style pioneers, the brand is rooted in self-expression and individuality. Today, True Religion continues to evolve while staying true to its heritage—blending timeless craftsmanship with modern influences. Offering high-quality denim, sportswear, accessories and more for men, women and kids, True Religion remains a go-to for those who live boldly and authentically.

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