Addison Rae’s Fashion Rebrand: From TikTok Star to Gen-Z's Latest Muse

From her TikTok sensation days to her rebranding as an artist and becoming the front cover of VOGUE, Addison Rae’s just living that life.

Her transition from viral social media star to high-fashion celebrity has been deliberate and intentional. Each music video marks a stage in this transformation, blending fashion, storytelling, and creative direction to introduce a new facet of her identity. These visuals do more than reflect her changing sound; they narrate a journey of reinvention, growth, and artistic ambition.

A defining moment in her rebrand came with her collaboration with Charli XCX on the Von Dutch remix in 2024. This project marked a major departure from her earlier image, centering her as a high-fashion artist with an evolving musical identity. The remix was more than just a collaboration, portraying Addison as a confident figure ready to take on the mainstream music scene. It marked the beginning of a new era and the stage for a series of visually stunning and conceptually rich music videos.

Her visual transformation became even more pronounced with Diet Pepsi, directed by Sean Price Williams. Inspired by mid-20th-century cult classics such as Faster, Pussycat! Kill! Kill! (1965) and Bruce Conner’s Breakaway, the black-and-white video embraced a vintage, femme fatale aesthetic. The stark contrasts, dramatic lighting, and fragmented storytelling gave it an avant-garde edge that distinguished Addison from mainstream pop visuals.

Stylist Annie Ladino reinforced this evolution through bold fashion choices. A standout look, a sleek monochrome ensemble, struck a balance between strength and sensuality, mirroring Addison’s growing confidence. By seamlessly blending vintage influences with contemporary sensibilities, her styling positioned her not just as a pop star but as an emerging fashion icon.

The next stage in Addison’s rebranding came with Aquamarine, a music video directed once again by Sean Price Williams. Inspired by the 2006 teen romantic comedy Aquamarine, the video mirrored themes of self-discovery and transformation, with Addison’s own journey paralleling the film’s characters.  The lyric “The world is my oyster” directly references the movie, grounding the video in nostalgic pop culture while allowing Addison to redefine herself.

The video also incorporated nods to Titanic (1997) with the lyric “Heart of the Ocean,” referencing the iconic necklace, as well as Britney Spears’ Oops!... I Did It Again (2000), which famously featured a similar necklace. These subtle callbacks established Addison within the lineage of pop culture history while infusing them with a modern sensibility. Ladino’s styling in Aquamarine leaned futuristic, with metallic gowns and shimmering fabrics enhancing the video’s surreal, dreamlike quality. The vibrant color palette and space-age aesthetic reinforced her growing embrace of high-fashion imagery.

Her transformation reached its peak with High Fashion, a music video that fully embraced couture and maximalist luxury. Co-directed by Mitch Ryan, Rae, and Lexee Smith, the video blended influences from The Wizard of Oz (1939), Britney Spears, and early 2000s fashion. Addison’s red shoes served as a nod to Dorothy’s iconic ruby slippers, while playful scenes of rolling in powdered sugar referenced both New Orleans beignets and a cheeky double entendre in the song’s lyrics.

In terms of fashion, Addison’s look in High Fashion draws on a range of influences. The Britney Spears nods are evident through her wardrobe choices, which channel the pop star’s iconic looks, adding a dose of glamour and energy to Addison’s bold persona. At the same time, Addison’s styling evokes a sense of nostalgia for early 2000s fashion, with ra-ra skirts, cropped denim jackets, and legwarmers making appearances throughout the video. Her look channels the best of both Marilyn Monroe and Britney Spears, with high fashion and youthful exuberance fused seamlessly. Styled by Mitch Ryan, Rae Smith, and Lexee Smith, the looks pushed Addison’s aesthetic into new territory, blending couture, street style, and futuristic elements into one cohesive image. 

Addison’s rebrand has been shaped by a team of visionary directors and stylists who understand her evolving image. From Von Dutch to High Fashion, each music video carefully merges fashion and storytelling to reinforce her transformation from influencer to mainstream artist. The use of references to classic films, avant-garde styles, and futuristic elements, paired with impeccable styling, showcases Addison’s ability to craft a narrative that is uniquely her own.

What amazes me about her is that music videos are not just platforms for her music; they are essential to her rebrand. Through strategic creative direction, styling, and cinematic influences, Addison Rae has proven that transitioning from influencer to mainstream artist is not an easy feat. Many influencers struggle to make that leap, often trapped by their online personas or public expectations. What sets Addison apart in this journey is her authenticity. She has remained raw and true to herself, not conforming to the industry's standard molds but instead embracing her individuality, flaws, and growth. Through this honest rebranding process and breaking past doubt from users online, she has crafted a persona that feels both real and relatable, which is rare in the industry. She’s moved beyond being a viral sensation and now shapes her identity with intention and vision. With these factors in play, Addison has managed to carve out her place in pop culture and fashion, successfully bridging the gap between social media fame and true artistic credibility.