Addison Rae teams up with Lucky Brand to create a reinvented low-rise jean, blending nostalgia, modern style and personal authenticity.
Addison Rae once again surprises the fashion industry with a project that marks a turning point in her career: the launch of her very own jeans model in collaboration with Lucky Brand. The TikTok star and singer has worked as creative director on the design of the Addison Ultra Low Rise Flare, a modern reinterpretation of an early-2000s classic set to win over a new generation of followers.
The partnership began when Lucky Brand sent Rae several jean styles, which she quickly adopted for her performances and public appearances in Los Angeles. The immediate success encouraged the brand to deepen the relationship and give the artist the opportunity to redesign one of its most iconic pieces. The result is a jean featuring exclusive details thought up by Rae, such as a collectible back patch, personalised label and the brand’s signature vintage “Lucky You” stamp.
The launch campaign was shot at the historic Million Dollar Theatre in Los Angeles, directed by Mitch Ryan, and was accompanied by a disruptive marketing strategy that included billboards in New York and Los Angeles with Rae’s personal number, as well as limited-edition in-store cards granting access to a playlist curated by the artist.
Priced at 129 dollars, the Addison Ultra Low Rise Flare will be available in two different washes at Lucky stores, online and through retailers such as Macy’s and Amazon. The collaboration reinforces Lucky Brand’s rebellious and culturally relevant spirit, while cementing Addison Rae as an influential voice in global fashion and entertainment.
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