Is True Religion Cool Again? Cc: Timothée Chalamet

For the press tour of A Complete Unknown (2024), Timothée Chalamet made some unconventional style statements with the help of his stylist, Taylor McNeill. What particularly caught our eye was his growing number of True Religion looks. Whether he’s stepping onto the red carpet or heading to dinner with girlfriend Kylie Jenner, the 29-year-old Oscar-nominated actor is fully embracing Y2K denim that defined his teenage years. 

Chalamet didn’t need a brand deal to start wearing True Religion. Like any dedicated fashion fan, he went vintage hunting himself, scouring resale platforms for early-2000s True Religion pieces before anyone could hand them to him. His deep-dive into the brand’s archive was organic. His stylist McNeill, understanding his interest in the brand, reached out to True Religion to source more.

“Taylor sent pictures of things [Timothée] got online, mainly from Grailed. He wanted to know if we had similar pieces coming out, or other versions,” says Tina Blake, SVP of Design and Brand Image at True Religion. The answer was a resounding yes—True Religion had already been reworking its signature topstitched jeans in new fabrics and silhouettes. “[Taylor] walked us through all his upcoming award shows and appearances, and we pulled pieces from future collections, our archives, and things we currently had,” Blake adds. 

Among the True Religion looks Chalamet has recently worn, the red velvet set from the A Complete Unknown’s Rome premiere was his personal pick. “He liked it so much that he asked if there were other colors,” Blake reveals. “So we sent him a brown version that will be coming out for the holiday season.”

Chalamet has worn True Religion a total of six times during this press run—on red carpets, to a dinner in Paris, and even on Saturday Night Live. Kristen D’Arcy, True Religion’s CMO, confirms that the impact has been significant, but notes that it builds on the brand’s existing efforts to engage a younger audience. Around the same time as Chalamet’s viral moments, True Religion launched the “Own Your True” campaign celebrating its 23-year history, alongside a collaboration with Brazilian superstar Anitta, who has over 64 million Instagram followers. According to D’Arcy, with all the press around Chalamet and the brand’s new campaigns, its website traffic increased almost 30%, and foot traffic increased in all 50-plus retail locations.

The Y2K revival has undoubtedly contributed to True Religion’s renewed relevance, but Chalamet’s influence has amplified the cultural moment. “He’s so fashion-forward, and when someone like him picks pieces from our collections, that’s a validation that we’re hitting the right marks and resonating with younger consumers,” Blake says.

When asked if True Religion plans to collaborate with Chalamet in an official capacity, D’Arcy keeps us hopeful. “As always, we have some surprises in the queue—you’ll have to wait and see.” 

One thing’s for sure. Whether it’s a one-off moment or the beginning of a bigger partnership, Timothée Chalamet has brought True Religion back into the spotlight.