Nostalgia in Y2K style

TikTok star and singer Addison Rae has unveiled her first fashion design – the Addison Ultra Low Rise Flare jeans, created in collaboration with Lucky Brand. Rae took on the role of creative director, drawing inspiration from an archival model of the brand from the early 2000s. The collaboration came about after Lucky noticed that Addison was wearing their vintage jeans during performances. This led to the creation of an updated version with signature details: a collectible patch, a label, and the iconic “Lucky You” embroidery on the zipper. The campaign was shot at the historic Million Dollar Theatre in Los Angeles, directed by Mitch Ryan. As part of the promotion, Lucky Brand placed billboards with Rae’s real phone number in New York and Los Angeles, and in-store shoppers can find scratch cards with a playlist approved by Addison. The jeans are available in two shades and are priced at $129. They can be purchased at Lucky Brand stores, online, and from retailers.