UGG strives to stay relevant with its creator-clad global campaign

California-based footwear brand UGG – renowned for its sheepskin boots, which recently came back into vogue – has launched the ‘Feels Like UGG’ global campaign for Autumn/Winter 2023 featuring an array of multi-hyphenate creatives.

For the upcoming season, UGG’s world-renowned silhouettes have undergone fresh updates, while keeping their signature feel and quality. With the new campaign, the brand showcased new platforms, colourways, oversized silhouettes as well as responsibly sourced materials that all pay homage to heritage styles.

The first edition of the ‘Feels Like UGG’ global campaign was launched in Autumn/Winter 2022, which focused on how consumers feel on the inside and outside while wearing UGGs. Fast forward a year, and the brand looked to the power of self-reflection as the guiding theme.

This time, the footwear retailer tapped into a new group of individuals who have created self-reflective works of art across multiple mediums, aligning with the brand’s promise to ‘make self-expression comfortable for all’.

The creatives included in the campaign are as follows:

• Feng Chen Wang is a Chinese-born, London-based designer at the forefront of a new generation of emerging fashion talent. She described her aesthetic as "future-modern, authentic, and multidimensional". In her work, Feng fuses traditional craftsmanship with innovative technology and technical deconstruction.
• Aweng Chuol is a Supermodel who was born in a Kenyan refugee camp. She was discovered in 2018 while working at McDonalds in Australia. Chuol has recently featured on the first all-LGBTQ cover of Vogue UK, celebrating 50 years of Pride. Adding to her accolades, she was just named one of the most influential people in the global fashion industry for  The BOF 500.
• Monica Ahanonu is an illustrator, model, and creator based in Los Angeles. Many consider her an expert in colour theory and vector illustration. She is IMG Models’ first signed illustrator, emerging as a leading tastemaker in fashion while she continues to elevate her talents in illustration. With her work, Monica continues to innovate the digital space for Black artists.
• Anya Dillard is a 20-year-old activist, philanthropist, model and social entrepreneur. She is also the founder of The Next Gen Come Up – a nonprofit that encourages youth to pursue activism, get involved in community service and raise awareness by creating thought-provoking art works. 
• Cesar and Douglas Diaz are two Miami natives with an Afro-LatinX Dominican background who strive for nothing but pure excellence, consistency, growth, and risk. The Diaz Twins are paving the way for young athletes within the city to exceed their limits with the athletic-focused program they created.
• Kōki is a fashion model and actress based in Tokyo. She started composing at the age of seven and continues to do so. In 2018, at the age of 15, she made her model debut on the cover of Elle Japan and has since worked as a brand ambassador for many top maisons.
• Amy Lee is a Korean American certified Transformational Life Coach living in Los Angeles. With her work, she aims to empower the next generation of BIPOC/LGBTQIA+ to break trauma cycles and focus on transformative self-worth.