Addison Rae Is Bringing Back This Y2K Trend With Iconic New Campaign

The pop star teamed up with Lucky Brand for a special late-summer launch and creative direction role.

Addison Rae / Courtesy of Lucky Brand

Addison Rae’s Y2K reign continues, and this time, she’s wearing the crown and designing the denim.

Addison Rae / Courtesy of Lucky Brand

Minute Media may earn a small commission from your purchase at the following links.

The pop star was tapped to collaborate with denim retailer Lucky Brand, as both a designer and creative director, unveiling the Addison Ultra Low Flare Jean—a reimagined take on the brand’s early 2000s cult classic, the Lil’ Maggie.

With a plunging rise, dramatic flare and Rae’s signature touch, the style channels all the best parts of aughts-era fashion, but with a 2025 edge.

View this post on Instagram

A post shared by Lucky Brand (@luckybrand)

Filmed by Director Mitch Ryan at L.A.’s historic Million Dollar Theatre, the official campaign is every bit the nostalgic dream. Rae dances through the mysterious studio space in a white tank and ultra-low-rise jeans, backed by a full crew of dancers in denim and her own song, “High Fashion,” pulsing through the speakers. The mood: Britney meets Beyoncé, with a sultry Gen-Z spin.

“I’ve always been a lucky girl 🍀🍀🍀❤️❤️,” the TikTok sensation captioned two pics from the shoot on Instagram. “Shop the Addison Ultra Low Flare Jean in Bare & Hidden online now at luckybrand.com 🪄 U.S. only.”

Addison Rae / Courtesy of Lucky Brand

But she does more than just modeling this time. It‘s a full-circle creative moment. According to a press release, the collab started when the brand gifted Rae a pair of vintage Lil’ Maggie jeans. She wore them so often that the brand reached out about expanding the partnership. Soon, a modern-day denim icon was born.

“Seeing this project through from start to finish... was such an empowering experience,” Rae said in a statement. “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 Rae / Courtesy of Lucky Brand

The jeans retail for $129 and are available in two washes—Bare and Hidden—complete with collectible Addison-designed details like a custom hangtag, special back patch and the signature “Lucky You” fly label. The launch has already gone viral, boosted by cheeky teasers on social media, posters in L.A. and NYC and the artist herself wearing them on stage for the past several weeks.

The 24-year-old, who’s been called the “princess of pop” by fans and fashion insiders alike, has built her brand around blending nostalgia with now. From her debut album Addison to her Billboard-charting singles and sold-out live shows, Rae has proven she’s not just borrowing from the past—she’s reinventing it.

Addison Rae / Courtesy of Lucky Brand

With this new collab, the Louisiana native is making one thing clear: low-rise denim is back and better than ever.

The Addison Ultra Low Rise Flare is now available online at luckybrand.com, in the US at Lucky Brand retail stores and at select retailers, including Macy’s and Amazon.

---

More SI Lifestyle

feed