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Ugg is celebrating its legacy with a fall 2025 campaign called “Iconic From the First Step,” which travels from Venice Beach, Calif., to Paris to document the journey of the brand with the help of director Gia Coppola and several campaign stars ranging from Elsa Hosk to Sarah Jessica Parker.
Including film and photography, “Iconic From the First Step” showcases “creative icons and explores the powerful connection between collaboration and community,” per the brand.
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Gia Coppola, who directed “The Last Showgirl” starring Pamela Anderson, helmed the three-chapter campaign encompassing Iconic Design, Iconic Style and Iconic Feeling; Jorden Bickham, meanwhile, styled the project.
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Athletes, models, musicians, actors and fashion designers who are described as influencing the Ugg legacy are featured in the campaign. In addition to Sarah Jessica Parker and Elsa Hosk, the brand tapped Stefon Diggs, Jeremy Scott, Alton Mason, Leah Dou, Rina Sawayama, Lil Cherry, Aweng Chuol, Central Cee and Brian Smith to lend their talents.
The campaign kicks off with Elsa Hosk delving into the history and evolution of Ugg alongside Stefon Diggs and Leah Dou. Ugg brand founder Brian Smith appears to pay tribute to surf culture, which is embedded in the origin story of the company. For the Iconic Design chapter, Hosk visits the design studio of Jeremy Scott, who is counted as one of Ugg’s myriad collaborators.
Heading into Iconic Style, Hosk is now in Paris, going from the streets of the city to the red carpet alongside Sawayama and Parker. She ends up backstage at a Ugg runway show with Alton Mason, and the two walk, repping current and past Ugg collaborations. Parker sits front row and closes the show with Hosk.
Lastly, for Iconic Feeling, the Ugg community celebrates at a club swathed in sheepskin, where the remaining campaign cast can be seen, including Central Cee, Lil Cherry and Aweng Chuol.
Several shoe styles are sported throughout the campaign, from Parker, Diggs and Central Cee wearing the Classic Ultra Mini to Diggs and Mason wearing the Tasman, among many other silhouettes.
“‘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,” said Ugg president Anne Spangenberg in a statement. “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.”
Ugg Classic Ultra Mini Shoe