Addison Rae turned into solid gold for Lucky Brand.
Last August, the Los Angeles-based brand teamed with the singer and TikTok darling to create a special jean, the Addison Ultra Low Rise Flare. That collaboration turned out to be a runaway success, becoming one of Lucky Brand’s most in-demand styles and driving sales of low-rise styles up 763 percent in the month and resulting in a 43 percent increase in full-price denim sales compared to the prior August.
And now, Rae is back with a new drop just before the start of the festival season.
On Wednesday, Lucky will introduce the Addison Ultra Low Short, a new silhouette once again designed in collaboration with Rae. It will be available in two washes and will retail for $89.50 in store and online at Lucky Brand and Macy’s.
“The most powerful collaborations happen when talent and brand alignment is instinctive, when the audience immediately understands why it works,” said Stefani Fleurant, executive vice president, sports and lifestyle marketing at Authentic Brands Group, owner of Lucky Brand. “Addison and Lucky came together at exactly the right cultural moment, and what began as an organic connection quickly became a viral moment, evolving into a sustained partnership that continues to deliver.”
“Addison brings an undeniable cultural energy to Lucky Brand, one that feels especially powerful right now,” said Margo Oshry, senior director of talent at Authentic. “This next phase of the collaboration reflects how the brand continues to evolve, honoring its heritage while tapping into the moments, movements and voices that shape culture today.”
The short arrives alongside Lucky’s broader 2026 festival collection and campaign, which will once again star Rae sporting her latest creation.
Marisa Thalberg, executive vice president and chief marketing officer of Catalyst Brands, operator of Lucky, said each campaign is focused on one model and are based on vintage Lucky pieces that Rae “wanted for herself.” And the partnership may eventually grow into something bigger. “There is always a possibility for more,” she said.
“The response to the first drop surpassed all expectations,” Rae said. “What started as a sincere love for the brand blossomed into something that feels like a true extension of me. It has me feeling very fortunate to keep building with Lucky. This next piece feels like a natural evolution. It’s about movement, self-confidence and embracing your body. Being able to share this collaboration, that is so creatively driven, as my vision and artistry grows is really special.”
Aside from her shorts, the brand’s spring collection of men’s and womenswear reflects the brand’s longtime connection to music and includes ultra-low shorts, dresses, baggy and wide-leg denim, cutoffs, vintage graphic T-shirts, and lightweight tops for women while relaxed denim fits and heritage graphics are offered for men.
The brand, which has hosted activations at Coachcella for nearly a decade, will be on site at that festival again this year, Thalberg said, “with experiential moments that celebrate denim, individuality and the spirit of making your own luck. Lucky has long been associated with festival dressing — it is something that resonates with our customers whether they make their way to Palm Springs or many other locations — or if they are staying home but love the spirit of these items.”
Later this month, Lucky Brand’s designers and merchants will visit select Lucky Brand store locations nationwide for denim try-on events for customers.
The partnership between Lucky and Rae came after the brand gifted her jeans that she soon wore during her live performances and to walk around Los Angeles. That prompted the two to have a conversation about a deeper collaboration, one that culminated in the Ultra Low Rise Flare.
