Addison Rae jumps on jeans campaign bandwagon after Sydney Sweeney and KATSEYE

Addison Rae’s Lucky Brand campaign adds her to the denim craze kicked off by Sydney Sweeney and KATSEYE.

Addison Rae is the latest celebrity to throw her name into the denim craze sweeping Hollywood. Following Sydney Sweeney’s attention-grabbing American Eagle commercial and Gap’s campaign with girl group KATSEYE, Rae has unveiled her own collaboration with Lucky Brand.

The 24-year-old TikTok star, who also serves as Creative Director for the project, debuted the Addison Ultra Low Rise Flare in two washes, Hidden and Bare. Inspired by the brand’s Y2K archive, the jeans were showcased in a sultry campaign filmed inside Los Angeles’ historic Million Dollar Theatre. Rae posed topless in one striking shot, playfully lowered her jeans in another, and lounged across theatre seats in a third. Speaking to Harper’s Bazaar, she said, “I wanted the colour of the washes to feel wearable, easy, and like they could go with anything.”

The release came on the heels of Sweeney’s American Eagle ad, which sparked heated online debate earlier this month. While critics accused it of being overly sexualised, the brand clarified its ‘great jeans’ tagline was about confidence and self-expression. Gap then joined the conversation with its KATSEYE campaign, praised for its inclusive message. By the time Rae’s photos dropped, many fans were already dubbing the wave of high-profile denim ads a full-blown trend.

Social media reaction to Rae’s images was quick. One fan joked, “Lucky told American Eagle ‘hold my beer,’” while another admitted, “Never seen more jean ads in my life.” For Rae, the campaign cements her growing influence in fashion, marking yet another step from viral TikTok fame to mainstream credibility.

Whether playful or provocative, these campaigns show that denim has reclaimed the spotlight, and Addison Rae is the newest face to embrace it.