True Religion officially revealed its highly anticipated Summer 2026 brand campaign, “True Summer.” Following a blockbuster spring season, the brand is keeping its foot firmly on the cultural gas by partnering with Grammy-nominated, multiplatinum international pop sensation Zara Larsson to front its newest summer collection.
“For me, confidence is all about being comfortable in who you are, and that’s what I’ve always liked about True Religion,” said Larsson. “This campaign felt very real because it reflects so much of my life on tour, from getting ready with my team to celebrating after a great show. It feels effortless, fun and super glamorous at the same time.”
The campaign was shot on location in New York City during a stop on Larsson’s summer tour, capturing her as she transforms a suite at the iconic Fouquet’s New York into her own personal playground. The suite becomes an intimate tour-stop diary, acting as a dressing room, afterparty and glam sleepover all at once. The brand leans into paparazzi candids, nostalgic glamour, handheld footage and unguarded celebrity access. The clothes live entirely inside the story, blurring the lines between fashion excess and the real post-show adrenaline of life on tour.
“True Religion has proven that we truly know how to engage the right talent to drive conversations and move youth culture forward,” said Kristen D’Arcy, chief marketing officer at True Religion. “Zara Larsson represents the exact kind of vibrant, confident energy that aligns with our DNA. She’s bold, exceptionally talented, and speaks directly to our younger consumers who refuse to blend into the background.”
At the intersection of style and music, Larsson occupies a rare, undeniable space in 2026 due to her legitimate genre fluidity, with a body of work spanning massive club anthems and emotional global hits. She represents a generation that thrives in the spotlight, making her the ultimate muse for a fashion collection that is unapologetically bold. The global campaign represents True Religion’s commitment to joining forces with culturally relevant talent who connect with the consumer on a level that resonates.
“Zara brings a fresh perspective to the True Religion brand while embodying the confidence, individuality and style that have always defined us,” said Tina Blake, creative director and senior vice president of design, merchandising and brand image at True Religion. “As we developed this season’s collection, our focus was on creating denim and activewear that feel both fashion-forward and effortless—pieces that can move seamlessly through the day. Zara’s ability to mix, style and personalize each look reflects the versatility built into the collection, making her the ideal partner to showcase our vision for the season.”
