Addison Rae Heats Up Lucky Brand Campaign in Ultra Low-Rise Jeans

Addison Rae smolders in Lucky Brand’s Ultra Low Rise Flare campaign, co-designing Y2K-inspired jeans with bold, sultry flair.

Addison Rae is turning up the heat in her latest Lucky Brand campaign, posing shirtless in the new Addison Ultra Low Rise Flare Jean ($129)—a silhouette she co-designed with the heritage denim label.

In the sultry shoot, the 24-year-old singer and TikTok star channels Y2K energy with dangerously low-slung denim. One image shows her pulling the jeans down to her ankles while pairing them with a white crop top and matching underwear. In another, she keeps it playful in a denim shirt fastened with just two buttons.

Rae’s fans were quick to hype the campaign, with many praising her take on denim ads and comparing it to Sydney Sweeney’s recent American Eagle campaign. Comments ranged from “better than Sydney’s ad” to “THIS is how you do a jeans ad.”

The collaboration began when Lucky Brand noticed Rae wearing their jeans during live performances and gifted her a vintage pair of Lil’ Maggie jeans. The exchange sparked a deeper partnership that led to Rae reimagining a beloved early-2000s style from the brand’s archive.

The updated Ultra Low Rise Flare comes with Rae’s personal touch: a collectible back patch, custom hang tag, and the brand’s signature “Lucky You” fly label.

“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 shared.

The collection is now available online at LuckyBrand.com, inviting fans to bring back the iconic low-rise look with a modern twist.