MUNA Fronts UGG's Back-to-School Campaign
Focusing on creative expression and the next generation for the upcoming school year.
UGG is rewriting the back-to-school narrative for the upcoming season, shifting the focus from standard classroom prep to creativity, self-expression and individuality.
Front and center of the new campaign is acclaimed indie-pop trio MUNA, known for their emotional, raw and honest music and distinct visual identity. Joined by a lineup of student creators, the band embodies the campaign’s core message: showing up authentically as yourself.
To deepen this connection to the next generation, UGG is also launching a nationwide student creator program with young artists from top creative institutions like SCAD, FIDM and the School of the Art Institute of Chicago, who will share original work spanning fashion, animation and filmmaking.
Of course, the footwear takes center stage. The campaign is anchored by the new Ultra Mini Bailey Bow, which reimagines a classic fan-favorite silhouette with delicate satin bows paired with the brand’s signature plush sheepskin. The seasonal lineup also introduces fresh, versatile silhouettes designed for everyday wear, including the
Lowmel Mule, the Quill Mary Jane, the Deckmel and the Tasman.
If that wasn’t enough, the retail experience is getting a creative upgrade, too. Starting August 1, select UGG stores will offer a custom coloring book and crayon set as a gift-with-purchase for orders over $150.
The back-to-school edit is available to shop now on the UGG website and select retailers.
In other news, adidas and waf. unveiled a Lagos-inspired Superstar ADV sneaker.
