Lucky Brand teamed up with Addison Rae to launch new Y2K-style jeans. YPulse has long reported on Gen Z bringing fashion trends back from the Y2K era, and low-rise jeans seem to be here to stay. To tap into the gen’s love for the style, Lucky Brand partnered with Addison Rae to drop “The Addison Low Rise Flare” jean. (Denim campaigns are certainly having a moment!) The Gen Z pop singer, who’s made Y2K fashion her whole look with graphic baby tees and oversized sunglasses to boot, said the partnership felt like a natural fit as she remembers her own mom wearing the brand. Rae not only helped design the jeans, but also led the creative direction of the campaign, saying she wanted it to feel both “fun, sexy, and really comfortable.” Young women are already raving about the jeans on TikTok, with one video (100K views) praising Rae for “doing her big one.” And while some young commenters say the $130 price is too expensive, others say it’s worth it because the jeans are made to last. (Harper’s Bazaar)
👀 Read more from YPulse: Gen Z is Reviving These 5 Fashion Trends
