Addison Rae and American Eagle started in 2020, fronting multiple denim and casual wear campaigns including #AExME, the Disney x American Eagle holiday collection, and Future Together. Jeans Forever.
The collaboration generated an estimated $4.26 million in media impact value across six months in 2020 alone. As of 2026, Addison Rae is no longer working with American Eagle.
She now serves as creative director for a separate, ongoing denim partnership with Lucky Brand, which expanded with a second product drop in March 2026 after her debut collection sold out multiple times.
When Did Addison Rae Start Working With American Eagle?
Addison Rae’s partnership with American Eagle began in 2020 with the #AExME Back-to-School campaign, launched during the COVID-19 pandemic.
Traditional photoshoots were difficult to organize at the time, so American Eagle built the campaign around self-shot content: cast members styled themselves and photographed their own outfits using cell phones, Zoom calls, and Polaroids.
The #AExME campaign centered on dance and stretch denim designed for movement, reflecting Addison Rae’s background as a TikTok creator known for dance videos.
What Campaigns Did Addison Rae Do for American Eagle?
Addison Rae fronted three major American Eagle campaigns between 2020 and 2021.
| Campaign | Year | Focus |
|---|---|---|
| #AExME Back-to-School | 2020 | Self-shot content, stretch denim for dance and movement |
| Disney x American Eagle Holiday Collection | 2020 | Pyjamas, loungewear, and Disney-inspired designs |
| Future Together. Jeans Forever | 2021 | Full denim range, augmented reality try-ons |
The Disney x American Eagle Holiday Collection
Addison Rae promoted the Disney x American Eagle holiday collection through dance-focused TikTok content. The collection featured pajamas, loungewear, and Disney-inspired designs aimed at both younger shoppers and nostalgic adults.
Future Together. Jeans Forever (2021)
American Eagle’s 2021 back-to-school campaign, Future Together. Jeans Forever featured a five-person cast: Addison Rae, Chase Stokes, Madison Bailey, Caleb McLaughlin, and Jenna Ortega.
Addison Rae, Chase Stokes, and Madison Bailey continued as returning faces of the brand, while Caleb McLaughlin and Jenna Ortega joined as new additions.
The campaign introduced new denim fits, including high-waisted flare and baggy Mom jeans, alongside continued athletic and AirFlex fits. American Eagle partnered with Snapchat and Bitmoji to launch a “Dress Yourself” augmented reality experience, letting customers try on looks virtually and dress personalized Bitmoji avatars in campaign outfits.
How Successful Was the Addison Rae x American Eagle Partnership?
Addison Rae generated an estimated $4.26 million in media impact value for American Eagle across a six-month tracking period in 2020, according to analytics firm Launchmetrics. The average media impact value per post reached approximately $6,900 across 618 publications during that window.
At the time of the partnership’s early growth, Addison Rae had amassed more than 71.5 million followers on TikTok, built primarily around dance content before she expanded into fashion, comedy, and beauty content.
What Denim Styles Did Addison Rae Promote at American Eagle?
Addison Rae’s American Eagle campaigns featured several specific product lines rather than generic denim.
- Dream & AirFlex+ Athletic Denim: stretch-fabric jeans built for active, movement-focused wear.
- Denim Mom Shorts: high-waisted shorts styled with crop tops, oversized shirts, and sneakers.
- Retro Cupsole Sneaker: a versatile shoe paired across jeans, shorts, and casual streetwear.
- High-waisted flare and baggy Mom jeans: introduced as part of the 2021 Future Together. Jeans Forever range.
Is Addison Rae Still Working With American Eagle?
No. As of 2026, Addison Rae is not affiliated with American Eagle. In August 2025, she launched a jeans collaboration with Lucky Brand instead, taking on the role of creative director for the project.
The debut collection introduced the Addison Ultra Low Rise Flare in two washes, “Hidden” and “Bare,” inspired by Lucky Brand’s Y2K archive, and retailed at approximately $129 through Lucky Brand’s own site and Macy’s.
The Lucky Brand campaign arrived shortly after American Eagle’s own high-profile denim campaign featuring Sydney Sweeney, which drew widespread public debate over its messaging.
Media coverage frequently compared the two campaigns given the timing and shared denim focus, though the two campaigns were produced by different brands with different creative teams.
Speaking about the Lucky Brand collection, Addison Rae described wanting the washes to feel wearable and easy to pair with other pieces.
This shift means that current searches for “Addison Rae jeans” or “Addison Rae denim” return results about her Lucky Brand line rather than her earlier American Eagle campaigns, and the two should not be treated as the same collaboration.
How Has the Addison Rae x Lucky Brand Partnership Grown in 2026?
The Addison Rae x Lucky Brand collaboration expanded into a second drop on March 4, 2026, after the debut Addison Ultra Low Rise Flare sold out multiple times.
The follow-up piece, the Addison Ultra Low Short, launched as part of Lucky Brand’s broader 2026 festival collection, timed to release ahead of Addison Rae’s Coachella performance that same season.
| Detail | First Drop (2025) | Second Drop (2026) |
|---|---|---|
| Product | Addison Ultra Low Rise Flare | Addison Ultra Low Short |
| Price | Approximately $129 | $89.50 |
| Retail Availability | Lucky Brand website, Macy’s | Lucky Brand website, Macy’s |
| Inspiration | Lucky Brand’s Y2K low-rise archive | Early-2000s festival denim shorts |
| Result | Sold out multiple times | Launched alongside 2026 festival campaign |
Lucky Brand executives have described the partnership as ongoing rather than a one-off release, with the brand’s leadership stating there is “always a possibility for more” future collaborations. She has described her role as extending beyond fronting the campaign to include concept development, styling, and final creative edits on each piece.
The continued success of the Lucky Brand partnership, including the sellout of the first drop and the swift follow-up release, further distances Addison Rae’s current denim work from her earlier American Eagle campaigns, which ended around 2021.
Why Did the American Eagle Partnership Work?
Several factors contributed to the partnership’s early success.
- Audience match: Her TikTok following skewed toward teenagers and young adults, closely matching American Eagle’s target demographic.
- Authenticity over polish: Campaigns like #AExME used self-shot content rather than traditional studio production, which felt relatable to younger shoppers.
- Digital innovation: American Eagle paired the campaigns with augmented reality try-ons and Bitmoji integration rather than relying only on static advertising.
- Ensemble casting: Later campaigns paired Addison Rae with other young creators and actors, including Jenna Ortega and Caleb McLaughlin, broadening the campaign’s reach across fan bases.
Addison Rae’s American Eagle Campaigns vs. Her Lucky Brand Collection
| Detail | American Eagle Campaigns (2020–2021) | Lucky Brand Collection (2025) |
|---|---|---|
| Role | Campaign face and cast member | Creative Director |
| Product | Dream & AirFlex+ Denim, Mom Shorts, Retro Cupsole Sneaker | Addison Ultra Low Rise Flare |
| Format | Self-shot pandemic-era content, later ensemble cast campaigns | Studio campaign filmed at LA’s Million Dollar Theatre |
| Cast | Chase Stokes, Madison Bailey, Caleb McLaughlin, Jenna Ortega | Solo collaboration |
| Status as of 2026 | Ended around 2021 | Active, second drop released March 2026 |
FAQs About Addison Rae and American Eagle
When did Addison Rae start working with American Eagle?
Her partnership began in 2020 with the #AExME Back-to-School campaign, produced during the COVID-19 pandemic.
What was the #AExME campaign?
#AExME was a self-shot back-to-school campaign where cast members styled and photographed themselves using phones, Zoom, and Polaroids instead of a traditional studio shoot.
Who else appeared alongside Addison Rae in the Future Together. Jeans Forever campaign?
The 2021 campaign featured Chase Stokes, Madison Bailey, Caleb McLaughlin, and Jenna Ortega alongside Addison Rae.
How much value did Addison Rae generate for American Eagle?
Analytics firm Launchmetrics estimated $4.26 million in Media Impact Value across six months in 2020, with an average of $6,900 per post across 618 publications.
Is Addison Rae still an American Eagle ambassador?
Not currently. In August 2025, she launched a separate denim collaboration with Lucky Brand as Creative Director, distinct from her earlier American Eagle campaigns.
What is the Addison Ultra Low Rise Flare?
It is a jean style from Addison Rae’s 2025 Lucky Brand collection, available in two washes, “Hidden” and “Bare,” inspired by the brand’s Y2K archive. It retailed for approximately $129 and sold out multiple times.
Is the Addison Rae x Lucky Brand partnership still active in 2026?
Yes. A second product, the Addison Ultra Low Short, launched on March 4, 2026, as part of Lucky Brand’s festival collection, with Lucky Brand leadership indicating the collaboration may continue further.
Where can you buy Addison Rae’s Lucky Brand collection?
Both the Addison Ultra Low Rise Flare and the Addison Ultra Low Short are sold through Lucky Brand’s own website and at Macy’s in stores and online.
What denim styles did Addison Rae promote at American Eagle?
She promoted Dream & AirFlex+ Athletic Denim, Mom denim shorts, high-waisted flare, baggy Mom jeans, and the Retro Cupsole Sneaker.
Conclusion
Addison Rae’s partnership with American Eagle ran from 2020 to 2021 across three major campaigns: #AExME, the Disney x American Eagle holiday collection, and Future Together. Jeans Forever generated an estimated $4.26 million in media impact value in its first six months.
The collaboration relied on authentic, self-shot content and augmented reality shopping features to connect with younger shoppers. Since August 2025, Addison Rae has held the role of creative director for a separate, ongoing Lucky Brand denim collection that expanded with a second product drop in March 2026 after its debut piece sold out multiple times.
Anyone researching her current fashion work should treat the American Eagle campaigns and the Lucky Brand partnership as two distinct chapters, with only the Lucky Brand collaboration still active in 2026.
Key Takeaways
- Addison Rae’s American Eagle partnership began in 2020 with the #AExME Back-to-School campaign and ended around 2021.
- She fronted three major campaigns: #AExME, the Disney x American Eagle holiday collection, and Future Together. Jeans Forever.
- The 2021 campaign featured a five-person cast: Addison Rae, Chase Stokes, Madison Bailey, Caleb McLaughlin, and Jenna Ortega.
- The partnership generated an estimated $4.26 million in Media Impact Value across six months in 2020.
- Promoted American Eagle products included Dream & AirFlex+ Athletic Denim, Denim Mom Shorts, and the Retro Cupsole Sneaker.
- Since August 2025, Addison Rae has served as Creative Director for an ongoing Lucky Brand denim collection, unrelated to American Eagle.
- The Lucky Brand partnership expanded in March 2026 with a second product, the Addison Ultra Low Short, following the sellout of the debut Addison Ultra Low Rise Flare.
- Current searches about Addison Rae’s denim work should distinguish her earlier, now-ended American Eagle campaigns from her active 2026 Lucky Brand collaboration.
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