After Sydney Sweeney stirred debate with her bold denim ad, Addison Rae is now taking a similar path. The TikTok star has launched a new campaign with Lucky Brand, taking on both modeling and creative direction duties.
Addison Rae follows Sydney Sweeney’s steps with jeans ad
Addison Rae has expanded her fashion venture, similar to Sydney Sweeney’s recent move into denim campaigns. The TikTok star has partnered with Lucky Brand for a new project, which features her as the face of the campaign. Rae has also taken on the role of creative director for the Addison Ultra Low Rise Flare, a fresh take on one of Lucky Brand’s early 2000s denim designs. The jeans launched on August 21, 2025, in the U.S.
The collaboration began after Rae received a package of Lucky Brand jeans. She quickly incorporated the pieces into her everyday looks. She even wore them during live stage performances, which caught the attention of the label. It led to a partnership that placed Rae directly in the design process. For the relaunch, Rae introduced her own creative touches. These include a redesigned back patch, a special hang tag, and so on.
To promote the launch, Rae also became the face of the campaign. The ad shoot took place inside the historic Million Dollar Theatre in downtown Los Angeles under the direction of Mitch Ryan. Calling it “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.”
Ahead of the release, Lucky Brand unveiled billboards in Los Angeles and New York City that displayed Rae’s phone number. In stores, the rollout also includes scratch cards with QR codes, giving shoppers access to a playlist curated by Rae herself.
The Addison Ultra Low Rise Flare will be offered in two washes: Hidden and Bare. Priced at $129, shoppers can find the jeans at Lucky Brand retail stores and its official website. It is also available at Macy’s and Amazon.
