Addison Rae has taken her admiration for Lucky Brand jeans into a new creative space with the launch of her own design. Known for wearing the label in her day-to-day life and during live performances, the TikTok star and singer stepped into a creative director role to reintroduce one of the brand’s most recognizable early 2000s styles.
The Addison Ultra Low Rise Flare arrives this week in the United States as a reinterpretation of a look that originally lived in Lucky Brand’s archives. The project marks Rae’s first collaboration of this depth with the denim label, moving beyond her role as a fan to actively shaping the design and marketing of the piece.
The partnership between Rae and Lucky Brand began casually, when the company gifted her pairs of jeans. She quickly incorporated them into her wardrobe, wearing them during public appearances and performances across Los Angeles. The visibility created by these moments naturally opened the door for conversations between the brand and Rae about building a more substantial collaboration. Those talks eventually evolved into the Addison Ultra Low Rise Flare.
This updated version of the archived style carries Rae’s creative input in multiple aspects. She introduced collectible details that distinguish the jean, including a unique back patch, a branded hang tag, and Lucky Brand’s recognizable vintage “Lucky You” fly label. Together, these elements push the jean beyond a simple reissue, offering fans a refreshed take on an early 2000s silhouette with distinctive touches.
The launch of the jean comes with a campaign designed to spotlight both the product and Rae’s involvement in it. The visuals were captured at the Million Dollar Theatre, a historic site in downtown Los Angeles that provided a dramatic setting for the campaign. Director Mitch Ryan brought the imagery to life, positioning Rae front and center not just as a celebrity collaborator but as a creative contributor whose perspective shaped the project.
Rae approached the project as more than a design exercise. She played an active role in shaping the concept, styling the campaign, and guiding the edit, which allowed her to express a new dimension of her artistry. For Rae, the experience represented an opportunity to explore her identity through fashion and to present that vision directly to fans.
The collaboration reflects a shift in her career, where her influence extends beyond social media and music into creative partnerships with established brands. It also illustrates how Rae continues to shape her public image, using projects like this to show her evolution and interest in design.
For Lucky Brand, the collaboration demonstrates the label’s interest in working with cultural figures who resonate with a younger audience. Rae brings broad visibility across platforms, making her a strong partner for a denim company eager to connect with new generations of consumers while still referencing the nostalgia of its past designs.
The jeans come in two washes and retail for $129. They will be available through Lucky Brand’s own stores and website, as well as through select retail partners including Macy’s and Amazon. This distribution strategy ensures accessibility for both loyal Lucky Brand shoppers and Rae’s fan base, many of whom may be engaging with the label for the first time.
