Addison Rae Creates Her Own Low-rise Jean With Lucky Brand

Addison Rae has long been a fan of Lucky Brand jeans. Now the TikTok sweetheart and singer can boast that she’s designed her own pair.

Rae served as creative director on the Addison Ultra Low Rise Flare, a reimagined version of a look from Lucky Brand’s early 2000s archive. The jean will launch in the U.S. on Thursday.

The partnership came about after Lucky Brand gifted her jeans that she soon wore during her live performances and to walk around Los Angeles. That prompted the two to have a conversation about a deeper collaboration, one that culminated in the redesign of the Ultra Low Rise Flare.

The updated version features special details created by Rae, including a collectible back patch, hang tag and the brand’s signature vintage “Lucky You” fly label.

In addition to working on the design, Rae is featured in a campaign for the launch. It was shot at the Million Dollar Theatre, an historic venue in downtown Los Angeles, and filmed by director Mitch Ryan.

In a surprise marketing tease for the launch, Lucky Brand posted billboards in L.A. and New York City publishing Rae’s telephone number. Customers visiting Lucky Brand retail stores can also receive limited-edition scratch cards to listen to an “Addison approved” playlist.

“Seeing this project through from start to finish, from partnering on concept development to styling and the final edit, was such an empowering experience,” Rae said. “Having that level of creative input on everything from the product to the marketing allowed me to take ownership of how I express myself, especially at a moment where I’m evolving and introducing a new side of my artistry. I hope this campaign encourages and inspires others to feel confident in defining their own identity.”

“Addison brings a magnetic confidence and cultural relevance that aligns perfectly with Lucky Brand’s rebellious spirit,” said Stefani Fleurant, executive vice president of sports and lifestyle marketing at Authentic Brands Group, which owns Lucky. “This collaboration is a celebration of self-expression and nostalgia, with a modern twist that speaks to a new generation of Lucky fans.”

The jeans are available in two washes and retail for $129. They will be available at Lucky stores, online and at select retailers including Macy’s and Amazon.