THE famous fluffy shoe brand, UGG has launched its anticipated Autumn/ Winter 2025 campaign titled Iconic From the First Step.
Through a cinematic blend of photography and film, the campaign explores how UGG transformed from a beachside staple into a globally beloved brand rooted in comfort, authenticity, and community. Directed by Gia Coppola and styled by Jorden Bickham, the campaign unfolds in three visually striking chapters, each reflecting the brand’s past, present, and future.
Elsa Hosk for UGG AW25
Brian Smith for UGG AW25
Beginning in California’s Valley Beach, the campaign pays homage to its origins with a nostalgic tribute to the surf culture that defined its early identity. A quick cameo from Brian Smith, the Australian entrepreneur who founded the brand in 1978 while studying at UCLA, adds an element of authenticity and warmth, reminding audiences of UGG’s humble beginnings and its close ties to the Californian lifestyle.
Sarah Jessica Parker for UGG AW25
Transitioning into the present, the campaign celebrates the enduring appeal of UGG’s iconic design language. Model and longtime brand ambassador Elsa Hosk visits fashion visionary Jeremy Scott. Scott is one of UGG’s most recognisable creative collaborators, revising his studio and showcasing how classic styles have been reimagined through bold partnerships, fresh silhouettes, and playful textures.
Meanwhile, UGG’s cultural relevance is on full display. Across the streets of Paris and glamorous red carpet appearances, actress Sarah Jessica Parker brings the brand’s blend of casual comfort and effortless elegance to the fashion capital.
Jeremy Scott for UGG AW25
In the film’s final chapter, the focus shifts to community, individuality, and self-expression. Set in a vibrant, sheepskin-themed nightclub. The campaign brings together artists, creators, and tastemakers to highlight the joyful spirit of the brand. Rapper Central Cee is seen wearing the Classic Ultra Mini style, whilst IL Cherry and model Aweng Chuol underscore UGG’s versatility and ability to transcend trends.
Central Cee for UGG AW25
More than just footwear, the campaign positions UGG as a lifestyle. One built on personal connection, artistic expression, and inclusive storytelling.
By Ellis Dowle
Styles from the Autumn/ Winter 2025 collection are available now at ugg.com, UGG stores, and select retailers nationwide.