Each season’s collection from UGG is eagerly anticipated by the brand’s worldwide following, but the A/W collections are always a favorite. Known for their irresistibly soft and cosy textures, fall is a season that UGG loungewear and footwear is really made for. The UGG Collective, real people from different walks of life, forms each season’s campaign and fall’s group consists of California photographers, musicians, actors, surfers, and skaters. Like UGG, they are provocative, progressive, free spirited, sensual, optimistic, and warm, just like the new collection of loungewear and footwear they represent.
California Dreaming is the theme for Fall Winter 2017; California because it remains to be the source of their inspiration and Dreaming because the UGG brand has and always will be about an emotional experience. For the Fall Winter 2017 collection the brand is going back to its roots. Focusing on a strong identity and purpose and ensuring they have the emotional connection with customers, they have developed a range of new designs and updated looks to connect with their community. Heritage and craftsmanship continue to sit at the heart of the brand’s DNA. UGG have a long and colorful heritage and employ craftsmen and technologists that are passionate leaders in their fields.
This season UGG travelled to new places, spending time at a mid-century Malibu home, on Leo Carrillo Beach, and in the mountains of Mammoth. Shooting on location at all the places in California that serve as their on-going design inspiration.
One of the stand out designs is the new women’s Dakota pom pom slipper, as modelled below by UGG Collective member Kim Gordon. As the cofounder of the iconic rock band Sonic Youth, Kim’s progressive approach to music and bold attitude carved her a place in rock history. Today, she lives in LA and continues to defy convention through music, visual art, and writing, making her a great addition to the UGG Fall Winter campaign.
Founded on the beaches of California, UGG use this sunny cultural hub as their central inspiration. It began with a unique boot, and that boot became an icon, first adopted by Hollywood celebrities, and then the world. UGG now describe themselves as a brand that ‘innovate purposefully and are makers of beautiful things.’ UGG is a values driven brand that have a key focus on social responsibility, putting people and the environment at the heart of everything they do.