UGG® Unveils “Feels Like UGG” Campaign for Autumn/Winter 2024

Rhea-AI Summary

UGG®, a division of Deckers Brands [NYSE: DECK], has launched its Autumn/Winter 2024 'Feels Like UGG®' campaign. Shot in Seoul, South Korea, the campaign celebrates self-expression, community, and global connection. It features a diverse cast of creatives including HANNI, Alex Consani, and Young Mazino, showcasing new footwear and ready-to-wear styles.

The campaign, directed by We Are From L.A. and photographed by Samuel Bradley, highlights UGG's commitment to inclusivity and unconventional attitudes. It showcases the cast's journey through Seoul, emphasizing individual expression and collective celebration. The campaign also introduces new product lines ranging from $140 to $378, including clogs, slides, boots, and jackets.

UGG plans to engage fans through in-person activations and events, including the #UGGSeason social campaign starting September 21st and a multi-sensory retail space called FEEL HOUSE later in the year.

Positive

• Launch of new Autumn/Winter 2024 collection, potentially driving sales
• Global marketing campaign featuring diverse, high-profile individuals, potentially increasing brand visibility
• Planned customer engagement events and activations, potentially boosting brand loyalty and sales

Negative

• None.

STARRING HANNI, ALEX CONSANI, YOUNG MAZINO & MORE, THE GLOBAL CAMPAIGN CELEBRATES HOW SELF-EXPRESSION CONNECTS US.

SANTA BARBARA, Calif.--(BUSINESS WIRE)-- Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) launches the next chapter of ‘Feels Like UGG®.’ The campaign explores how the power of individual expression can create inspiration, community, and a sense of global connection. Shot in Seoul, South Korea, this idea comes to life by capturing a group of dynamic creatives who evoke the ethos of confidence, community, and innovation the UGG® brand is known for.

Left to right: Leah Dou (She/Her), Precious Lee (She/Her), Alex Consani (She/Her), Karabo Poppy Moletsane (She/Her), Phil Oh (He/Him), Young Mazino (He/Him), and HANNI (She/Her) (Photo: Samuel Bradley)

“Feels Like UGG is a celebration of how we are more than iconic products and experiences. We are a Brand that makes you feel good inside and out,” said Anne Spangenberg, President of UGG® & Koolaburra by UGG® at Deckers Brands. “That feeling is unique and welcomes you to be comfortable in your self-expression, building connection and community where you can be your most authentic self. At UGG, we celebrate this connection and community, so self-expression is comfortable for all.”

Inspired by the brand’s iconic Twin Seam stitch and how it brings two things together, Feels Like UGG® connects an inspirational global cast including Alex Consani (She/Her), HANNI (She/Her), Karabo Poppy Moletsane (She/Her), Leah Dou (She/Her), Phil Oh (He/Him), Precious Lee (She/Her), and Young Mazino (He/Him). The cast represents the UGG commitment to creating an inclusive community that celebrates unconventional attitudes, and individuals who celebrate all that they are while radiating a creative energy that inspires one another.

Directed by We Are From L.A., photographed by Samuel Bradley and created in partnership with AKQA, the campaign shows the cast on an energy-filled journey throughout the streets of Seoul, a global center that celebrates modern creativity, while dressed in the new UGG Autumn/Winter 2024 collection. Feels Like UGG® opens with everyone having a solitary moment in time until their paths cross and their confidence catches each other’s eye. This connection takes the cast from creating solo memories to connecting and celebrating each other’s self-expressions including Leah Dou and Young Mazino playing music in a record store, Karabo Poppy Moletsane creating one-of-a-kind works of art, Phil Oh photographing Alex Consani & Precious Lee in an impromptu photoshoot and HANNI expressing herself through song.

Feels Like UGG® features new Autumn/Winter 2024 styles across footwear & RTW including:

• UGG® New Heights Cozy Clog ($140) – As seen on Karabo Poppy Moletsane
• UGG® Pumped Slide ($150) – As seen on Leah Dou
• UGG® Classic Mini Dipper ($160) – As seen on Alex Consani
• UGG® Classic Ultra Mini New Heights ($170) – As seen on HANNI
• UGG® Classic Twin Seam New Heights ($190) – As seen on Precious Lee
• UGG® Classic Mini Pumped Molded ($200) – As seen on Leah Dou
• UGG® TrailGazer ($200) – As seen on Young Mazino
• UGG® Neumel High Weather Hybrid ($210) – As seen on Young Mazino
• UGG® New Heights Platform Xtra ($280) – As seen on Alex Consani
• UGG® MetroPeak ($280) – As seen on Karabo Poppy Moletsane
• UGG® Marlene Jacket Boucle ($198) – As seen on Alex Consani
• UGG® Emmalyn UGGfluff Puffer Jacket ($248) – As seen on HANNI
• UGG® Frankie UGGfluff Jacket Topa ($248) – As seen on Alex Consani and Karabo Poppy Moletsane
• UGG® Ronney Puffer Jacket High Pile ($298) – As seen on Precious Lee and HANNI
• UGG® Alesandra Faux Fur Coat Nov ($378) – As seen on Precious Lee

This Fall, fans of the brand will have the opportunity to experience Feels Like UGG® in person through a series of activations and events where participants can express themselves and connect with others. September 21^st will welcome the start of #UGGSeason, the brand’s social first activation and in-store events that celebrate the beginning of fall. Later this year UGG will open the next rendition of its global FEEL HOUSE, a ten-day multi-sensory community retail space. Further details on events and activations to be announced in the coming weeks.

Feels Like UGG will come to life across digital media, out of home advertising and across the brand's owned channels including social media, e-commerce, and retail stores. To learn more about the campaign and shop the Autumn/Winter 2024 collection please visit UGG.com, UGG® stores and select wholesale retailers nationwide.

HIGH-RES CONTENT - HERE
Campaign Photo Credit: Samuel Bradley
Campaign Video Credit: We Are From L.A.

About UGG®

Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic boot. First worn by Hollywood royalty, fashion editors and then the world, UGG® designs and retails footwear, apparel, accessories, and homewares with an uncompromising attitude toward quality and craftsmanship. Delivering more than $1.5 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit www.ugg.com @ugg.

About Feels Like UGG® Cast

Alex Consani, born on July 23, 2003, in Petaluma, California, is an accomplished transgender model and social media influencer. She started professionally modeling in 2015 at the age of 12, before signing with IMG Models in 2019. That same year, she gained popularity on TikTok with her comedic videos under the username captincroook. Consani graduated from Petaluma High School and attended Pace University with scholarships from the Petaluma Educational Foundation. In 2021, she made her runway debut for Tom Ford and was included on GLAAD's 20 Under 20 list. By 2023, she had over 1.4 million followers on TikTok and walked the runway for top fashion brands like Versace and Alexander McQueen. Vogue recognized her as a standout model for Spring/Summer 2023. Consani was also featured in Victoria's Secret's "The Tour '23" and became the face of Jean Paul Gaultier's collaboration with Knwls. In 2024, she exclusively modeled for Conner Ives' collection and appeared in music videos for the songs "Okay" by JT and "360" by Charli XCX. With over two million followers and 150 million likes on TikTok, Consani continues to make waves in the fashion and entertainment industry.

HANNI is a member of the global sensation girl group NewJeans. HANNI experienced sensational success with NewJeans immediately upon her debut milestone in July 2022, followed by continued success both in Korea and abroad with every subsequent song release. Consequently, the group swept the major awards ceremonies in Korea in 2023 and followed this up with a series of wins at renowned international events—including being named “Top Global K-Pop Artist” at the 2023 Billboard Music Awards and winning “Group of the Year” at the 2024 Billboard Women in Music Awards in the US. Their global influence and popularity are also demonstrated by their partnerships with top-tier international brands, with all members serving as ambassadors for luxury brands.

Karabo Poppy Moletsane is an internationally recognized and award-winning illustrator, graphic designer, and street artist from South Africa. She is passionate about preserving the African Aesthetic and explores rich narratives with a contemporary and bold execution. Throughout her career, Karabo has taken her unique style to a global audience. Often using unconventional canvases for her art, she aims to continue breaking the boundaries previously set for young African artists and to promote the act of representation.

Leah Dou is a singer-songwriter from Beijing, China. She is also an award-winning Actress, Music Producer and Visual Artist. Born into a musical family, she began her creative journey at an early age, writing music and playing guitar. By the age of 20, she had her own music label Grey Waters writing and producing four critically acclaimed albums Stone Café, Kids Only, GSG Mixtape, and ChunYou. In 2016-2017, Leah was invited as the opening act for Bastille's UK concerts and has performed a series of live tours in Europe and North America. Leah has performed with her band at many major festivals including Summer Sonic (Tokyo), Clockenflap (Hong Kong), Strawberry Festival (Shanghai), The Great Escape (UK), and Springwave Festival (Taipei). In 2019, she made her debut with the film The Eleventh Chapter and won the Best Supporting Actress Award at the Beijing Film Festival. In 2021, her debut starring film Bipolar was shortlisted for the main competition of the International Rotterdam Film Festival. The film has won the Free Spirit Award at the Warsaw International Film Festival. She has also made several guest appearances on various mainstream variety shows in China, such as Phanta City, Nice to See You Season 2, and Infinity and Beyond 2023.

Phil Oh is a beloved fixture on the international fashion week circuit and started his photography career with his street-style blog Street Peeper in 2006. He eventually joined Vogue as a contributing photographer in 2010, where his street-style slideshows reach millions of international readers. Phil is known for his love of fashion misfits, mixed prints, colorful outfits and injecting a dash of wit and humor into his work. Phil, born and raised in Chicago, is currently based in New York. Oh holds a B.A. in History from New York University.

Precious Lee – As the first African American curve model to appear in American Vogue, Precious Lee is a trailblazer. A Clark Atlanta University alumna and unwavering promoter of diversity in race and size, she reshapes the industry as a model, actress, writer, and activist. Notable runways include Versace, Fendi, Thom Browne, Carolina Herrera and Moschino. Cover appearances span V Magazine, Vogue Italia, British Vogue, American Vogue, Harper’s Bazaar, and i-D with many exciting things to come on the horizon.

Young Mazino established himself as the breakout star of Netflix and A24’s Emmy award winning series BEEF. The ten-part dramedy premiered at SXSW and made its Netflix debut on April 6, 2023. Mazino stars alongside Steven Yeun and Ali Wong in the series, which won five Emmy Awards including Outstanding Limited or Anthology Series along with multiple Golden Globes and Critics Choice Awards including Best Limited Series. Mazino’s performance garnered him an Emmy nomination for Outstanding Supporting Actor in a Limited or Anthology Series or Movie as well. Upcoming, Mazino will star alongside Pedro Pascal and Bella Ramsey in the highly anticipated second season of HBO’s THE LAST OF US and will be seen in A24’s upcoming horror film, OPUS, where he will star alongside Ayo Edebiri, John Malkovich, and Juliette Lewis. Born and raised in Maryland, Mazino is a formally trained musician and dabbled in film and theater throughout his childhood and into college. In 2014, he made the move to New York City to pursue his dream of acting where he attended the Stella Adler Studio of Acting.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240815836262/en/

Press Contacts:

UGG®

Michael Hickey

PR Manager, Giving & Special Projects

michael.hickey@deckers.com

Sarajane McQuaid

Associate PR Manager

Mobile: (913) 744-7553

sarajane.mcquaid@deckers.com

Karla Otto US

Erica Morelli

Senior Director, Communications

erica.morelli@karlaotto.com

Crystal Tang

Senior Account Manager, Communications

crystal.tang@karlaotto.com

Source: UGG

FAQ

What is the 'Feels Like UGG' campaign for Autumn/Winter 2024?

The 'Feels Like UGG' campaign for Autumn/Winter 2024 is UGG's latest global marketing initiative that celebrates self-expression, community, and global connection. It features a diverse cast of creatives and showcases new footwear and ready-to-wear styles.

Who are the featured individuals in UGG's Autumn/Winter 2024 campaign?

The campaign features a diverse cast including HANNI, Alex Consani, Young Mazino, Karabo Poppy Moletsane, Leah Dou, Phil Oh, and Precious Lee.

What new products are introduced in UGG's Autumn/Winter 2024 collection?

The new collection includes footwear like the UGG New Heights Cozy Clog ($140), UGG Classic Ultra Mini New Heights ($170), and apparel such as the UGG Ronney Puffer Jacket High Pile ($298).

When does UGG plan to start its #UGGSeason campaign for 2024?

UGG plans to start its #UGGSeason campaign, a social-first activation with in-store events celebrating the beginning of fall, on September 21st, 2024.