Ugg was founded in California in 1978 by expat Australian surfer Brian Smith. In the new millennium it has become the bohemian staple of the likes of Sienna Miller and Rosie Huntington-Whiteley.
In 2016 the label revisited its classic boots for the first time, presenting a new, improved version of the style. More changes followed. Later in the year the brand hired Alexa Chung to direct its autumn/winter campaign, and for spring/summer 2017 it released its first collaboration with British design duo Preen by Thornton Bregazzi. The resulting limited-edition line was shown during London Fashion Week AW17 in September.
Ugg’s spring/summer 17 campaign, entitled Real, is the most recent of the series of changes. The brand has engaged a collective of creatives for this project ‒ writers, social activists, musicians and artists. Eleven real people participated in the Ugg Collective, from Colleen Heidemann, who fights ageism, to Tasya van Ree, an artist and photographer who explores the connections between identity and fashion. All members of the collective embody the spirit and values of the brand and their styles reflect its visual identity.
The collection featured in the campaign is in stores this spring.
Ugg, 10 Glasshouse Street, London W1B 5AR, +44 (0)20 7112 7771