Overview

• Rae’s Addison Ultra Low Rise Flare debuts in two washes, “Hidden” and “Bare,” drawing on Lucky Brand’s early-2000s archive and priced at $129.
• Lucky Brand says the partnership developed after Rae wore its vintage Lil’ Maggie jeans, leading to a codesigned silhouette for the new drop.
• Rae cites an empowering role in concept development, styling and the final edit, reflecting expanded creative control beyond a standard endorsement.
• Campaign visuals include a topless image and shots of Rae pulling down the jeans, with video captured at downtown LA’s Million Dollar Theatre.
• The campaign is live, Rae promoted the jeans on Instagram with a direct shop link, and online chatter is linking the rollout to Sweeney’s AE ad.