Celebrity Name: Addison Rae
Brand Name: Lucky Brand
Deal Type: Brand Partnership / Creative Collaboration
Announced: March 2026
Impact: Positions Lucky Brand with Gen Z and pop fans through a creator-led denim story, while reinforcing Rae’s evolution from social media star to touring artist and fashion collaborator
- Addison Rae is starring in a new Lucky Brand campaign, dubbed “Drop Two,” dropping on March 4, 2026, featuring micro shorts and denim styled around the brand’s laid-back Americana aesthetic.
- The partnership first launched in August 2025 and has grown beyond a typical endorsement into a co-created product collaboration, resulting in the Addison Ultra Low Rise Flare jean ($129) available in two washes.
- Addison has been on a major brand streak in 2026, also appearing in Uber Eats’ Super Bowl LX customizable in-app campaign alongside Matthew McConaughey and Bradley Cooper
- Lucky Brand’s parent company, Catalyst Brands, called the deal an “integrated 360° program” designed to bring Lucky to the next generation of fans.
Addison Rae is back in denim, and this time, it’s personal. The TikTok-star-turned-pop-sensation is starring in a brand-new campaign for Lucky Brand, with “Drop Two” set to arrive on March 4, 2026.
Teased with the tagline “Less length. More leg,” the drop spotlights micro shorts and an open-button denim shirt, all drenched in the sun-warmed, lived-in vibe Lucky Brand has built its identity on.
But this is no one-off ad deal. Addison’s relationship with Lucky Brand started back in August 2025, when the brand sent her a pair of vintage Lil’ Maggie jeans from their archives.
She was spotted wearing them around Los Angeles, started performing in Lucky denim on tour, and what began as genuine love for the product grew into a full creative partnership. The result?
The Addison Ultra Low Rise Flare, a co-designed jean she helped shape from concept to campaign, complete with collectible back patches and the brand’s signature “Lucky You” fly label.
Marisa Thalberg, SVP of Marketing at Catalyst Brands, called the deal “co-created, not just co-branded,” emphasizing that Addison’s involvement spanned design, merchandising, and creative direction.
Similar authenticity-driven celebrity brand strategies have been making waves recently, Just look at Zara Larsson’s campaign for Urban Outfitters and Jason Kelce’s work with Garage Beer’s Labs Series, both of which leaned on the star’s personal connection to the brand.
It’s been a busy 2026 for Addison off the runway too. Earlier this year, she appeared in Uber Eats’ Super Bowl LX customizable in-app campaign, where fans could mix-and-match celebrity scenes to build their own version of the commercial, with Addison sipping her hit song’s namesake, Diet Pepsi, in one of the fan-favorite clips.
She was also nominated for a Grammy for Best New Artist and performed at the ceremony, and is currently on her global Addison Tour.
With Drop Two now rolling out, the Addison x Lucky Brand story is clearly still being written, one low-rise flare at a time.
Takeaways
The Addison Rae x Lucky Brand story is a case study in how celebrity partnerships are evolving. Brands aren’t just licensing a famous face anymore, they’re inviting artists into the creative process, and the results feel more authentic, and sell better.
Addison didn’t just front a campaign; she helped design the product. That’s a fundamentally different value exchange, and it’s showing up in the engagement numbers, with Lucky Brand’s Drop Two teaser racking up 77K+ likes before the product even launched.
For a brand like Lucky Brand, rooted in Y2K nostalgia and Americana denim, partnering with someone who genuinely grew up loving that aesthetic isn’t just smart marketing, it’s brand storytelling.
And with Addison’s profile at an all-time high heading into 2026 (Grammys, Super Bowl, global tour), Lucky Brand timed this second drop at exactly the right moment.
Does the “co-created” model set a new standard for what celebrities should expect from brand deals going forward? Can Lucky Brand sustain this Gen Z momentum beyond Addison’s current cultural peak?
