How Addison Rae Used Fashion to Rebrand Herself as a Grammy-Nominated Artist

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From a TikTok sensation to a Grammy-nominated artist, Addison Rae is among the many rebranded celebrities of modern pop culture. It feels as if she shifted in both her career and vibe overnight, and many question how exactly she successfully rebranded herself. The answer is heavily rooted in fashion. During her time in the TikTok creator group known as the Hype House, the early-20s influencer styled herself in a very basic, relatable way and came off as a bit reserved. It was clear she was still trying to find herself and her authentic style. As Addison grew and began releasing music to pursue a serious career, she adopted a more niche style. What makes her revamped image so special is that she is channeling the Y2K style, which is considered iconic in the media and among Gen Z. She has even been seen taking inspiration from Britney Spears’s style during the early 2000s in paparazzi photos. As a member of Gen-Z, I can say we obsess over early 2000s fashion and pop culture because they are both so much more creative and unique compared to modern simplicity. Addison began to catch on to what pop-culture fans were craving to see, which is why she chose to transform herself into an early 2000s pop star. Her image and music are popular among not only Gen-Z but also those who lived through the Y2K era, because she provides a sense of nostalgia.  What made the response to Addison’s rebrand so positive is that she stopped trying to fit the socially constructed beauty standard that exists in the industry. She is clearly more confident in herself now that she is not styling herself to align with current trends. Many users on social media post about Addison, saying it feels refreshing to see an artist who is bringing a completely different vibe to music and fashion from what has been released in the past years.