We thought we knew UGG, but the brand takes us where we least expect it. Textures are transformed, volumes are redesigned, iconic models are revealed in an unexpected light. A play of contrasts where softness rubs shoulders with technology, where heritage meets the future. ‘Iconic Feeling & Iconic Innovation’, its new campaign, marks the beginning of a new chapter, and it could well surprise us.

UGG reinvents the iconic with an innovative approach

UGG is revisiting its essentials, giving them a more modern and technical dimension: the materials are more refined, the lines more daring, without ever compromising on the brand's signature comfort. Thanks to lightweight technologies, redesigned cushioning and thermoregulating linings, the collection promises controlled warmth and a cosy feel in all circumstances.

Responsible materials and a redesigned look

The brand is taking a more conscious approach to this campaign, highlighting RWS-certified wool and recycled suede. The models venture into new aesthetics: ultra-soft fur-lined boots, utilitarian black silhouettes, pastel models with Vibram soles, and light beige boots enhanced with contrasting details. A collection designed to combine style, functionality, and commitment.

A visual campaign combining softness, performance and lifestyle

Between sandy settings with organic shapes and snowy landscapes, the campaign creates an immersive atmosphere. The silhouettes oscillate between futuristic cocooning, outdoor techniques and lifestyle scenes in motion. This visual duality perfectly illustrates UGG's new direction: a blend of iconic softness and confident innovation, designed to accompany every moment of winter.

With ‘Iconic Feeling & Iconic Innovation’, UGG is no longer content to just keep you warm: it surprises, it transforms, it tells a new story. You can find the entire collection on the official UGG website.

Article written by Lohanne Mollo

Translated by Bethszabee Garner