Swedish pop star Zara Larsson is lending her sparkle to Los Angeles-based denim brand True Religion this summer.
On Thursday, the brand released “The Zara Edit,” a 12-piece summer capsule collection inspired by the “Midnight Sun” singer’s summer tour. Spanning statement denim, graphic tops, crystal-embellished separates and coordinated tracksuits, the collection captures Larsson’s playful and expressive style.
The collection is supported with “True Summer,” a global campaign starring Larsson. Shot in New York City during a stop on Larsson’s tour, the campaign offers a behind-the-scenes look at life on the road.
“Zara brings authenticity and a real love of the brand along with her creativity and a genuine connection with her audience. She’s beloved as evidenced by her fans recreating her songs on TikTok. She’s trending in culture and is of “the now.” She has built her career by staying true to herself, which we do as a brand,” said Kristen D’Arcy, True Religion CMO. “Beyond her success as an artist, she represents confidence, individuality, and a fearless approach to personal style, all of which align closely with our brand values. We’re beyond thrilled that she’s the face of our True Religion Summer campaign.”
The partnership is a natural evolution of True Religion’s relationship with Larsson, who has been spotted wear the brand’s Joey Low Rise Super T flare jeans.
“Zara loves the brand and has been wearing us organically which immediately got our attention,” D’Arcy said. “For this campaign, she’s a natural fit because she embodies the confidence, individuality, and bold self-expression that have always been at the core of True Religion. She’s a global artist with a strong point of view, and she connects with audiences through authenticity rather than trends alone. As we thought about who could represent the energy of summer, Zara’s combination of style, confident energy, and cultural relevance made perfect sense.”
Larsson was closely involved in shaping the overall creative direction and aesthetic of the campaign. From a product perspective, D’Arcy said True Religion’s design and merch teams selected pieces that felt true to Zara and she took them and made them her own with crystal embellishments and styling that’s uniquely her.
“We started by identifying what naturally connects us. Zara gravitates toward confident, vibrant fashion, and that’s very much aligned with True Religion’s DNA. We leaned into signature elements like premium denim, bold detailing, and statement silhouettes while incorporating Zara’s love of playful color, glamour, and modern femininity. The result feels authentic to both parties rather than one aesthetic overshadowing the other,” she said.
Authenticity comes from alignment, D’Arcy added. With Larsson leading denim’s biggest trends including low-rise fits, colorful denim, micro shorts and denim decorated with charms and trinkets, the collection reflects this level of pop-star glam with standout items like red ombré flare denim and embellished denim with crystal detailing.
D’Arcy anticipates that consumers will recognize that authenticity. Though a recognizable face might have been enough to generate excitement years ago, she said today audience can quickly tell the difference between a transactional endorsement and a meaningful collaboration.
“The partnership has to make sense to consumers before they ever see the campaign,” she said. “When a celebrity genuinely connects with a brand’s values, product, and audience, the collaboration feels natural rather than forced. With Zara, there was a clear overlap in confidence, individuality, and self-expression, which allowed us to create something that feels credible, relevant, and true to both brands.”
It’s a storytelling strategy that has rung true in other True Religion women’s campaigns starring, Saweetie, Ciara, Anitta and Megan Thee Stallion. In general, genuine celebrity partnerships are key to growing its women’s business.
“Women’s has been a significant area of growth and focus for the brand. Partnerships like this allow us to connect with consumers through musical artists, a core pillar of our brand strategy, while showcasing the breadth of our women’s assortment,” D’Arcy said. “Zara helps us reinforce that True Religion is not only a denim brand but an urban casual lifestyle brand offering complete looks that reflect how women dress today.”
The “True Summer featuring Zara Larsson” collection is available now on True Religion’s website and in select retail stores. The collection retails for $62-$239.
To celebrate the launch, True Religion is offering fans exclusive sweepstakes opportunities in-store and online. Starting June 11, shoppers who try on denim at participating stores and join the loyalty program can enter to win VIP tickets to Larsson’s Sept. 29 Los Angeles show, plus travel and accommodations. Fans can also enter a social sweepstakes June 11–20 for a chance to win a $500 True Religion shopping spree and limited-edition charm keychain. Five winners will be selected.
