True Religion announced Mötley Crüe drummer Tommy Lee, country artist Nikki Lane, and singer/actress Herizen Guardiola as faces for the brand’s This is True Spring 2017 campaign Friday.

The California-based brand chose musicians due to their non-conformist ways. “Each ambassador personifies the unique qualities of the True Religion DNA,” said CMO Tara Peyrache. “We are a brand known for ‘doing denim different’, these artist’s personalities and view of the world, push our brand proposition forward.”

The campaign runs digitally through April.

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