What is the story about?
What's Happening?
Addison Rae, a popular TikTok personality, has partnered with Lucky Brand to design her own pair of jeans, the Addison Ultra Low Rise Flare. This collaboration revives a style from Lucky Brand's early 2000s archive, featuring unique details such as a collectible back patch and the 'Lucky You' fly label. The jeans will be launched in the U.S., accompanied by a marketing campaign featuring Rae, shot at the Million Dollar Theatre in Los Angeles.
Why It's Important?
This collaboration highlights the influence of social media personalities in the fashion industry, as brands leverage their reach to connect with younger audiences. Addison Rae's involvement brings cultural relevance and a fresh perspective to Lucky Brand, potentially attracting new customers and boosting sales. The partnership also reflects a trend towards nostalgia in fashion, as brands revisit past styles to appeal to contemporary consumers.
What's Next?
Lucky Brand may continue to explore collaborations with influencers to maintain its relevance and expand its market presence. The success of this launch could lead to further partnerships and product lines that align with current fashion trends. Additionally, the brand might focus on digital marketing strategies to engage with Rae's fanbase and maximize the impact of the collaboration.
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