What's Happening?
Addison Rae, a popular TikTok personality and singer, has partnered with Lucky Brand to design her own pair of jeans, the Addison Ultra Low Rise Flare. This collaboration marks Rae's role as the creative director, where she reimagined a look from Lucky Brand's early 2000s archive. The jeans, featuring unique details like a collectible back patch and the brand's signature 'Lucky You' fly label, are set to launch in the U.S. The campaign for the launch includes billboards in Los Angeles and New York City, featuring Rae's actual telephone number, and limited-edition scratch cards available at Lucky Brand retail stores. Rae expressed empowerment through her creative involvement in the project, aiming to inspire others to define their own identity.
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Why It's Important?
This collaboration highlights the growing trend of celebrities and influencers venturing into fashion design, leveraging their personal brand to influence consumer choices. For Lucky Brand, partnering with Addison Rae taps into her substantial fan base, potentially boosting sales and brand visibility among younger demographics. The campaign's innovative marketing strategies, such as using Rae's phone number on billboards, demonstrate a shift towards more interactive and personal engagement with consumers. This move could set a precedent for future collaborations between brands and social media influencers, emphasizing the importance of authenticity and personal expression in marketing.
What's Next?
The jeans will be available in two washes and retail for $129 at Lucky stores, online, and select retailers like Macy's and Amazon. The success of this launch could lead to further collaborations between Rae and Lucky Brand, or inspire other brands to pursue similar partnerships with influencers. The fashion industry may see an increase in influencer-led design projects, as brands seek to capitalize on the personal connection influencers have with their audiences.
