True Religion, the iconic urban casual lifestyle brand, is kicking off its Fall 2025 season with a powerful statement, launching its ICONS campaign starring multi-platinum rapper GloRilla and viral streaming personality Duke Dennis. The collaboration brings together two prominent voices who, despite representing different worlds, share a core message of confidence and originality.
The campaign arrives on the heels of a monumental year of growth for the brand, which has made waves with bold, culture-shifting collaborations featuring major artists like Megan Thee Stallion, Anitta, Sexyy Red, and YG. True Religion continues to prove its position as a brand that champions bold confidence by aligning with today’s most relevant and authentic voices.
Headlined by GloRilla and Duke Dennis, the ICONS 2025 campaign captures a generation stepping into its power and rewriting the rules. Fusing True Religion’s iconic brand DNA with the fearless energy of what’s next, the collection is about more than just fashion—it’s about presence and self-assured style.
Known for her explosive energy and raw authenticity, GloRilla is a musical powerhouse who commands attention with a style and lyrical flow that empower her fans. She shows up with real-life storytelling and a message that cuts through the noise. “True Religion stands out for its iconic designs and logos that speak for themselves, but it’s about way more than just style,” said GloRilla. “It’s about being confident and owning exactly who you are. I’m proud to partner with a brand that’s so real and inspires everyday with an authenticity that still hits.”
Alongside her, Duke Dennis brings a signature style, quick wit, and a cultural influence that’s impossible to ignore. As a force in the streaming space, he challenges stereotypes and highlights the multidimensionality of today’s creators. “It’s an honor to partner with True Religion, a brand that embraces hip-hop, gaming and culture,” said Duke Dennis. “The campaign is all about showing up boldly and completely yourself, and that’s exactly how I built my platform, by being real with my community every step of the way.”
Together, GloRilla and Duke Dennis represent the next generation of icons who are actively shaping how we scroll, stream, and show up. The Fall 2025 ICONS collection itself fuses True Religion’s signature denim and bold graphics with a right-now sensibility. Designed to be mixed, matched, and lived in, the collection includes luxe active sets, varsity jackets, throwback graphics, and outfits that define what it means to be confidently true.
“The 2025 ICONS campaign celebrates the core values that have helped define True Religion for more than two decades—authenticity, individuality and self-expression,” said Kristen D’Arcy, CMO and Head of Digital Growth at True Religion. “This year, we’re incredibly excited to bring that bold spirit to a new generation by partnering with GloRilla and Duke Dennis, two dynamic creative forces who perfectly embody what it means to be iconic and Own Your True.”