From TikTok to Trendsetter: Addison Rae Designs Her Own Lucky Brand Jeans
Longtime fan of Lucky Brand, singer and TikTok sensation Addison Rae is stepping into the role of creative director for her first-ever fashion collaboration with the heritage denim label. The project resulted in the Addison Ultra Low Rise Flare, a fresh reinterpretation of Lucky Brand’s early-2000s low-rise silhouette, updated with Rae’s own signature touch.
The new design features collectible details such as a custom back patch, a special hangtag, and the brand’s iconic “Lucky You” message. What began organically —when the brand noticed Rae wearing vintage Lucky jeans during performances and around Los Angeles— quickly evolved into a creative dialogue that culminated in this contemporary revival.
Rae not only designed the piece but also fronts the campaign, which was shot at the historic Million Dollar Theatre in downtown Los Angeles by director Mitch Ryan. As part of a bold guerrilla marketing move, Lucky Brand placed billboards in New York and Los Angeles displaying Rae’s real phone number, encouraging fans to connect directly with her. In addition, in-store shoppers will receive limited-edition cards granting access to a curated playlist personally approved by Rae.
“Being part of this project from beginning to end —from concept development to styling and final edits— was such an empowering experience,” Rae shared. “Having creative input in everything, from the product to the campaign, gave me the freedom to express a new side of my artistry. I hope this collaboration inspires other women to feel confident in embracing their individuality.”
With the launch of the Addison Ultra Low Rise Flare, Lucky Brand revives the nostalgic spirit of the Y2K era while reintroducing it to a new generation of women seeking authenticity, self-expression, and confidence through fashion.
