The global lifestyle brand UGG, based in Southern California, launches the Fall/Winter 2025 campaign, Iconic From the First Step.

Through the campaign film and photos, the campaign presents iconic figures from the creative world and explores the strong connection between collaboration and community, at the core of UGG’s identity. Iconic From the First Step brings to life the story of UGG’s transformation: from the beaches of Southern California to its status as a cultural and fashion symbol loved worldwide.

Inspired by the brand’s heritage, the journey starts from its place of origin, Venice Beach, California, and reaches the fashion runways of Paris, France, conveying the universal feeling of UGG – to feel good, inside and out.

The campaign features Central Cee, Jeremy Scott, Elsa Hosk, Alton Mason, Leah Dou, Rina Sawayama, Lil Cherry, Aweng Chuol, Stefon Diggs, Sarah Jessica Parker and Brian Smith – athletes, models, musicians, actors, and fashion designers whose bold expressiveness and global influence contributed to the creation of UGG’s legacy.

“Iconic From the First Step is a celebration of our journey as a brand and of the extraordinary people who have joined us over time to build this community. Since 1979, we have helped those who wear us feel comfortable expressing themselves fully. And we did not do this alone,” said Anne Spangenberg, President of UGG. “Every time someone wears UGG, they contribute to this legacy. It is a collective effort and therefore a collective celebration. We take every opportunity to thank our community for being with us and we are excited to continue to be present in their lives.”

Highlighting the design, style, and unique feeling through the defining elements of the UGG brand, such as Twin Seam and Sun Logo, Iconic From the First Step reaffirms its commitment to craftsmanship: combining premium materials, contrasting ideas, vibrant communities, and a unique approach to fashion with durable construction – this is “Iconic Design, Crafted Together.”

Directed by Gia Coppola and styled by Jorden Bickham, the campaign is divided into three chapters of the brand’s heritage: Iconic Design, Iconic Style and Iconic Feeling. The campaign debuts with Elsa Hosk on the beaches of Venice Beach, California, who explores the history and evolution of UGG alongside Stefon Diggs and Leah Dou, capturing moments of joy and connection. The brand’s founder, Brian Smith, has a special appearance, paying homage to surf culture, deeply tied to UGG’s origins.

The story continues with the celebration of Iconic Design, where Hosk arrives at the design studio of Jeremy Scott, one of the brand’s renowned collaborators. Further, she reaches Paris, in a chapter dedicated to Iconic Style. From the streets of Paris to the red carpet alongside Rina Sawayama and Sarah Jessica Parker, and to the backstage of a UGG show together with Alton Mason, Hosk shows how UGG accompanies her from day to night. She steps on the runway together with Mason, wearing some of the brand’s most iconic collaborations, past and present. Parker, in the front row of the show, joins her to close the show.

The film ends with a night of celebration together with the UGG community, in a sheepskin-covered club, capturing that Iconic Feeling for which the brand is recognized. The party brings together the rest of the cast, including Central Cee, Lil Cherry and Aweng Chuol. From beach to studio, from street to runway, this diverse cast of creatives demonstrates the versatility and functionality of the collection.

Iconic From the First Step presents the new Fall/Winter 2025 models, alongside classic pieces, including: Classic Ultra Mini, Tasman, Classic Ultra Mini Platform, Tazz, Classic Short, Lowmel, Classic Micro, Classic Mini Dipper, Elea Slip On, Fluff Momma.

Iconic From the First Step will continue throughout the season with exclusive content and inspirational storytelling, celebrating Iconic Design, Iconic Style and Iconic Feeling. The campaign will be present on digital platforms, in outdoor advertising, and on the brand’s own channels – social media, e-commerce, and UGG stores. The Fall/Winter 2025 models are available now on UGG.com, in UGG stores and at selected partner retailers nationwide.