Addison Rae is taking her denim game to daring new heights or rather, to dangerously low-slung lows.
The 24-year-old TikTok star-turned-singer smoldered in a series of racy shots for Lucky Brand’s latest campaign, showcasing the Addison Ultra Low Rise Flare ($129) a new silhouette she co-designed with the heritage denim label.
In one striking image, Rae wears the jeans without a shirt, allowing the bold styling to place full focus on the denim. Another photo captures her tugging the jeans down to her ankles while bending over in a white crop top and matching underwear. In a third, she pairs her namesake flares with a denim button-up, strategically fastened with only two buttons.
The emerging pop star shared the campaign on Instagram with a playful caption:
“I’ve always been a lucky girl. Shop the Addison Rae Ultra Low Flare Jean in Bare & Hidden online now at luckybrand.com.”
Fans were quick to weigh in, with many drawing comparisons to Sydney Sweeney’s recent American Eagle “good jeans” campaign, which sparked controversy earlier this summer.
“Better than Sydney’s ad omg,” one commenter wrote, while another quipped, “Sydney Sweeney catching strays left and right helppp.” A third added, “THIS is how you do a jeans ad.”
According to Lucky Brand, the partnership blossomed after Rae was spotted multiple times in the label’s vintage Lil’ Maggie jeans, a cult-favorite style from the early 2000s. When the brand noticed her affinity for their denim, the idea for a collaboration was born.
For her debut design, Addison Rae looked to Lucky Brand’s early 2000s archive, putting a modern twist on the era’s ultra-low rise silhouette.
Addison Rae said she was deeply involved in the project from its inception through to the campaign’s final edit.
“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 in a press release.
“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.”
The Addison Rae Ultra Low Rise Flare is now available in two washes, Bare and Hidden, exclusively at luckybrand.com.