UGGs have come a long way since they were first seen slopping around wet high streets up and down the country in the early 00s. Once the mainstay of Y2K it-girlies like Paris Hilton – usually matched with a Juicy tracksuit and a massive cup of coffee – and later a go-to for discerning millennials styling themselves in her image, across the last decade or so, the brand has gone on to become a bonafide fashion player.Â
First, Glenn Martens took them avant-garde, kitting out models walking his AW18 show in wild thigh-high versions that Rihanna later snapped up, before Telfar Clemens linked up with the label to debut a collection that clashed his iconic Shopping Bag with UGGs’ signature shearling. Even Demna got involved, sending his own crew of celebutantes out in velour tracksuit, massive bug-eye shades, and his unofficial take on the brand’s classic low-cut style at his 2024 Resort show in LA.
Now, the label continues its high fashion domination with a hot new campaign that brings together a bunch of megawatt names. Among those starring in UGGs’ Iconic From The First Step are Central Cee, who actually does pay homage to those early UGG stans by slipping into a baby pink track set, as well as musicians Rina Sawayama and Leah Dou. Stefon Diggs takes a day off NFL training to feature alongside supermodels Alton Mason and Aweng Chuol, and Sarah Jessica Parker steps into her first role since announcing And Just Like That is no more.Â
The whole thing celebrates the brand’s earliest days in Southern California right up to now, with a short film directed by Gia Coppola and styled by Jordan Bickham capturing model Elsa Hosk and former collaborator Jeremy Scott heading to the design studio. Scott has been laying low since announcing his departure from Moschino in early 2023, with fashion fans speculating he may be in line to take the helm at Chanel or Louis Vuitton. Rounding things off is a special appearance from UGG founder Brian Smith.
Check the campaign out in the gallery above.
