Central Cee and Sarah Jessica Parker Star in UGG's New Campaign
Alongside Alton Mason, Rina Sawayama and more.
UGG just dropped its Fall/Winter 2025 campaign and the lineup is pretty stacked. Titled “Iconic From the First Step,” the new visuals feature everyone from Central Cee to Sarah Jessica Parker, each sporting the new collection in their own unique way. Telling the story of UGG’s heritage, the new campaign takes its viewers on a journey from inception to iconic status.
Alongside SJP and Cench, the campaign features a slew of athletes, models, musicians, designers and actors, including Jeremy Scott, Stefon Diggs, Elsa Hosk, Alton Mason and Rina Sawayama.
“Iconic From the First Step is a celebration of our journey as a brand, and the amazing individuals who have joined us along the way to build community throughout our history. Since 1978, we’ve been helping our community feel comfortable expressing themselves inside and out. And, we haven’t done it alone,” began Anne Spangenberg, President of UGG, in a press release. ”
Every time a consumer wears UGG, they contribute to this legacy. It’s a group effort, and therefore, a group celebration. We take every opportunity to thank our community for showing up for us, and we’re excited to continue showing up in their lives in return,” she continued.
The collection itself features styles like the Classic Ultra Mini, Tasman, Classic Micro, Elea Slip-On and Fluff Momma, celebrating the cult-loved silhouettes that have made UGG what it is.
Take a look at the new campaign above and head to the UGG website to shop the new collection.
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