Addison Rae x Lucky Denim

Source: Instagram

It is definitely denim season time here in the U.S., and the brand Lucky has entered the game with a timely collab with singer/actress/influencer Addison Rae who has designed a new jean and also co-created the marketing campaign to launch it.

“The Addison.”

Source: Lucky

The partnership has been in production for quite some time, which gives it some authenticity since it’s much deeper than just new face on a new campaign … Addison actually designed the jean, put her name on it, and then co-created how to merchandise and market it.

Source: Facebook

The denim market is a crowded one for sure, so brands have to work hard to differentiate … this feels like a great step forward for the brand with a new face, a new design, and a new campaign at a time when lots of folks are paying lots of attention. Playing right into the hands of Addison’s enormous fan base as well. That is well played.

What’s your experience? JIM