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UGG AW25 Iconic From the First Step

Insight

In a world obsessed with fleeting trends, UGG has achieved something truly rare: timeless relevance.

More than a shoe; it’s a feeling, a statement and a comfort that transcends generations and defies categorisation. From humble origins to high fashion runways, UGG’s enduring appeal lies in its ability to consistently deliver an unmistakable blend of iconic design, effortless style, and unparalleled comfort, making it a beloved constant in an ever-changing world.

Idea

An icon for generations.

From its beginnings on Venice Beach in 1978 to celebrated moments on the Paris runway, UGG has always stood apart, not by following trends but by defining them. The unmistakable silhouette, effortless design, and signature feeling have made it more than a brand; they have made it an icon. Worn by pioneers, embraced by culture, and reimagined for new generations, UGG is a legacy in motion, a story shaped by those who wear it and propelled confidently into the future.

“UGG is more than a shoe. UGG is confidence, a community, and feeling good inside and out.”

Supermodel, Elsa Hosk

A woman in a plaid shirt, white shorts, socks, and tan clogs walks energetically on a cobblestone street next to a green lamppost and lush hedge, with a Rue Frederic street sign visible on the wall behind her.

Impact

Filmed on the sun-drenched streets of Venice Beach, where UGG took its first steps, to the runways of Paris, the journey celebrates a brand that has become iconic. This is the story of legacy and reinvention, told through the voices and visions of those who continue to shape UGG’s cultural footprint.

The campaign brings together a diverse cast, Central Cee, Lil Cherry, Aweng Chuol, Stefon Diggs, Leah Dou, Elsa Hosk, Alton Mason, Sarah Jessica Parker, Rina Sawayama, Jeremy Scott, and UGG founder Brian Smith, each embodying a chapter of UGG’s evolving narrative.

  • Ads of the WorldIconic From the First Step ↘
  • DazedUGG: Iconic From the First Step AW25 campaign ↘

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