Ugg announced Friday its first ever creative brand partnership with fashion influencer Alexa Chung to celebrate the brand’s signature Classic boot and debut the Classic II boot.
As art director, Chung oversaw the entirety of the photo shoot, focusing on the original Classic boot and modernizing it for the modern woman.
“I’ve always appreciated classic items of clothing and always been drawn to things that have a perineal appeal, and I would say the Ugg Classic boot possesses that quality,” said Chung.
The campaign, which includes friends of Chung’s, shows women in the creative industry known for their style and sense of self. The series depicts women and their modern wardrobe, capturing moments between real friends. Chung’s love for heritage and unique pieces helped focus the shoot on the Ugg classic styles, while showing the individuality of each woman’s style and personality.
“As Ugg continues to cement its position in the world of fashion, partnering with a creative as globally revered as Alexa was a natural step in the brand’s evolution,” said Alice Hampton, senior director of global PR for Ugg. “Alexa’s iconic perspective and creative aesthetic made her the perfect partner to capture the new Classic in a modern, contemporary, and yet very real way.”