Popstar, Y2K fashionista, Internet darling: the Addison Rae of today is a far cry from the renegading TikToker who made her first claim to fame in 2019. Despite her impressive collection of questionable outfits, Rae amassed millions of followers on social media platforms during the pandemic, made instantly popular by her good looks, consistent content creation and effervescent southern charm. Born and raised in Louisiana, Addison Ray Easterling was the very image of an all-American girl, and she knew it. If you were to look back on any number of photos or videos of her from 2019 to 2020, I can almost guarantee the appearance of her broad smile and eyelashes caked in mascara. Upon joining the infamous Hype House in late 2019, Rae entered the L.A. social scene for the first time and dropped out of Louisiana State University, formally cementing herself as a small fish in a sea of influencers swarming southern California.
Looking back on her humble, undeniably mainstream beginnings, the overnight evolution of Addison Rae from tripod warrior to rising popstar begs the question; How did she do it? Amidst the clamor of TikTokers, Instagram models and YouTube personalities vying for a spot on the B list at best, how was Rae able to set herself apart from the noise as a respected figure in the music industry? A silent follower of her content from the start, I believe that Rae’s rebrand is so much more than natural growth and maturation into adulthood. Rather, her transition represents the culmination of strategy and intentional brand curation that began long before the majority of mainstream media even started to notice.
Rae’s first attempts to branch away from TikTok began in August 2020 with the launch of her makeup line, Item Beauty. Tapping into the clean beauty community, Item emulated the business ventures of successful celebrity makeup lines like Fenty Beauty by Rihanna, Kylie Cosmetics by Kylie Jenner and Haus Labs by Lady Gaga. Catered toward the colorful tastes of Gen Z consumers and backed by international beauty retailer Sephora, Item nevertheless struggled to grow a brand identity grounded in the fun and bubbly image Rae had spent the past two years cultivating online. By the time Sephora pulled the plug on Item products in 2023, Rae had already released her first song, “Obsessed,” in 2021 and starred in the Netflix film He's All That the same year. A gender-flipped rendition of the hit 1999 rom-com She's All That, Rae’s mediocre acting in an already subpar movie garnered overwhelmingly negative reviews. “Obsessed” also struggled to attain credibility in the music industry and amongst public opinion. In reaction to her failure, the online community dubbed Rae as just another untalented influencer misusing her wealth to fund uninspired projects. What they underestimated, however, was Rae’s unrelenting desire to grow past her carefree persona and assert her dominance in the entertainment industry.
The consistency with which Rae approached her career, paired with a willingness to continue pivoting after multiple failures, sets her apart from other influencers. Those who stuck to the confines of content creation or failed to stand out in commercial industries were unwilling to commit to an online personality then stick with it. Starting with strategic but sparse public appearances in 2021, Rae made gradual changes to her wardrobe. Formerly infamous for wearing neon sweatpants and tie-dye crop tops on an everyday basis, Rae began to work with celebrity stylists like Law Roach and Dara Allen who introduced her to archival vintage designers and helped her curate a more eclectic wardrobe. Embracing the mass resurgence of Y2K fashion, Rae committed to low-rise denim, funky accessories and an abundance of mirror selfies with an iPhone 5c. She effectively began to leverage her followings on Instagram and TikTok to reinvent a stylistic identity that would eventually legitimize the Britney Spears-esque music she released from 2023-2025.
By the time the lead single (“Diet Pepsi”) of her debut album, Addison, dropped in Aug. 2024, Rae’s synth-pop sound and breathy vocals weren’t a surprise; her 2000s-inspired style felt intentional and true to the image she had spent the last few years creating. Effortlessly catchy and a little strange, “Diet Pepsi” and subsequent releases like “Aquamarine,” “High Fashion” and “Fame is a Gun” were lauded by fans and veterans of the industry alike. Broadway star Ben Platt recently went viral for his stunning rendition of “Diet Pepsi” at the 2025 Las Culturistas Culture Awards. Recognition of Rae as a pop culture symbol by stars like Charli XCX and Lana Del Rey propelled her toward a permanent transition from TikTok dancer to respected artist and performer in the entertainment world.
Though Rae is by no means the most talented singer, her willingness to grow into an embodiment of the early ’00s and late ’90s pop scene is a feat worthy of admiration. After enduring significant familial hardship and online scrutiny for years, Rae’s determination to build a cohesive brand identity on her own terms is in itself a sign of strength that goes far beyond her funky clothing and alt-pop songs. If nothing else, Addison Rae is living proof that reinvention in the digital age is never accidental; it’s an art form that she’s mastered with skill, precision and undeniably catchy music.
Charlotte Feehan is a sophomore in the College of Arts and Sciences. She can be reached at cgf47@cornell.edu.
