True Religion, the iconic global lifestyle, apparel and accessories brand, today announced that three-time, Grammy award-winning artist and entrepreneur Megan Thee Stallion will be the face of the brand’s upcoming holiday campaign, “Where Holiday Wishes Come True,” that also features American rapper, singer, and songwriter Hunxho.

The 360-degree campaign, which will feature the brand’s best looks and gift selections for the season, debuts on October 22. It will be amplified through various touchpoints, including OOH, a social media takeover with Dudette, holiday inspired Q&As on the brand’s website and app, celebrity gifting, and more.

“Working with True Religion is such a full-circle moment,” Megan said. “I’ve been a fan of the brand since I was a kid, so it’s really exciting to star in this campaign and bring in the Hot Girl Holidays in a special way.”

Over the course of Megan’s illustrious career, she has earned three No. 1 placements on the Billboard Hot 100, including “HISS,” “Savage (Remix)” with Beyoncé and “WAP” with Cardi B. The Houston native recently pulled double duty at the 2024 MTV Video Music Awards, where she hosted and performed at the awards show. Megan made history in 2022, becoming the first Black woman to appear on the cover of Forbes’ prestigious Under 30 issue. She was previously recognized as one of TIME’s 100 Most Influential People of 2020 and continues to support her local community there and across the globe with her Pete & Thomas Foundation, a non-profit organization focused on uplifting and assisting women, children, senior citizens and underserved communities.

“We’re very excited to partner with Megan Thee Stallion for this incredible campaign,” said Michael Buckley, Chief Executive Officer, True Religion. “She’s the absolute perfect face for our women’s business right now, which is seeing double digit growth vs last year.”

“Where Holiday Wishes Come True” is a play on ‘True Religion’ and the universal holiday tradition of wish-making. The campaign imagery features Megan and Hunxho wearing the most celebrated items from the holiday collection, which includes the iconic horseshoe logos embellished in contrasting double-stitch effects on back pockets, jacket pockets, and t-shirts. Edgy drops throughout the season include Moto-inspired color blocking, shine, studs, and rock & roll touches like distressed graphics and frayed hems. Both Megan and Hunxho will share their favorite looks of the season on Truereligion.com as well as on their own social channels.

The campaign launches in-store and online on October 22. Campaign elements include wild postings in New York and Los Angeles. Each of True Religion’s nearly 50 stores across the country will feature life-size imagery of Megan and Hunxho. The campaign will feature paid content across CTV, YouTube, Reddit, TikTok, Instagram, Pinterest, Facebook and key paid audio platforms. Digital assets will run across truereligion.com, in-app, on emails and in SMS outreach to shoppers throughout the season. Megan and Hunxho will be featured prominently in behind-the-scenes content, blog interviews, and editorial content.

“I couldn’t be more thrilled to mark our second annual holiday campaign with a partnership with Megan Thee Stallion who is hotter than hot right now but also, a ‘true’ fan which makes this a milestone moment for the brand,” said Kristen D’Arcy, Chief Marketing Officer, True Religion. “I know that our loyal customers will love everything this campaign stands for. And with a diverse, 360-degree approach that includes tons of surprise and delight behind-the-scenes content, we’re confident that many new customers will have a chance to discover the brand as well.”

Later in the season, True Religion will partner with Megan again, hosting “Where Wishes Come True,” a community-driven event with holiday gifts provided for those in need, as part of the Pete & Thomas Foundation.

Throughout the season, True Religion’s ever-growing Team True members will create unique content for their follower communities featuring their own True Religion holiday wish lists, holiday party “get ready with me” videos featuring True Religion apparel and accessories, styling tips, and gift suggestions.

About True Religion

In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch was instantly recognized for style that was unlike any other denim brand in the world. True Religion speaks to the uniqueness found in all of us. The brand is worn by athletes, musicians, and artists globally to express their individual style. Delivering an exclusive assortment of iconic styles, True Religion Brand Jeans focuses on producing high quality premium denim and sportswear for men, women, and kids.

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