Ugg has tapped British singer, songwriter and producer PinkPantheress as the face of its latest social-first campaign ahead of her Coachella debut this weekend.
According to the Deckers Brands-owned footwear label, the new campaign, shot by photographer Moni Haworth, brings the singer’s signature “cool factor” to the fan-favorite Tazz, as well as new trend-driven spring styles, the Quill Ballet Sneaker and GoldenGlow Embossed.
Drawing inspiration from the ability to “elevate and define bedroom pop,” the campaign shows PinkPantheress in a fictional pink bedroom. She leans into current fashion trends – like socks and sandals, this time being knee socks – and even brings her own fashion edge with tights and sandals.
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Styled with notable brands, the result is an “it-girl” campaign with lots of pink. A subtle nod to ‘90s pop culture fashion when print magazines reigned, the content also features questions meant to dive deeper beyond the artist with insights on her recent dreams, childhood goals, and the feeling of falling in love.
The new campaign comes after Ugg parent company Deckers Brands reported in January that net sales in the third quarter of fiscal 2026 increased 7.1 percent to $1.96 billion compared to $1.83 billion the same time last year. Net income for the third quarter was $481.15 million, or $3.33 per diluted share, up from $456.73 million, or $3.00 per diluted share, the prior year.
Ugg led the way in the quarter with net sales of $1.31 billion, a 4.9 percent increase compared to $1.24 billion the same time last year.
Looking ahead, the company is raising its guidance for the full fiscal year 2026. Deckers now expects net sales for the year to be in the range of $5.4 billion to $5.43 billion, with diluted earnings per share now expected to be in the range of $6.80 to $6.85.