UGG unveils its “Iconic From the First Step” campaign with Sarah Jessica Parker

UGG’s Autumn/Winter 2025-2026 campaign pays homage to its roots while embracing a contemporary narrative, carried by iconic personalities such as Sarah Jessica Parker and Jeremy Scott.

For its new global campaign, UGG doesn’t just present a collection: the Californian brand explores its heritage, identity and vision of style, drawing on the power of community. Entitled “Iconic From the First Step”, this visual and narrative initiative traces UGG’s history from Venice Beach to the Paris catwalks, while highlighting those who have contributed to its transformation into a global phenomenon.

An ode to design and community

Since its creation in 1978, UGG has established itself as much more than just a label for comfortable footwear. Its aesthetic, often imitated but never equaled, is based on a double promise: comfort and authenticity. This campaign underlines this singularity, while incorporating major figures from fashion and pop culture: Sarah Jessica Parker, Jeremy Scott, Central Cee, Elsa Hosk, Stefon Diggs and Brian Smith, the brand’s founder.

Each brings his or her own vision of style, while embodying the brand’s core values of freedom, boldness and well-being. The message is clear: icons aren’t born, they’re built, step by step – from the very first stride.

Paris on the UGG trail

With this in mind, Paris is an essential stop-off point for the campaign. After evoking her Californian memories on Venice Beach, Elsa Hosk stops off in the French capital, a true symbol of timeless elegance. The streets of Paris, the red carpets and backstage at fashion shows become the stage for a new episode in the UGG story, in which the brand proves that it can combine comfort and sophistication Parisian-style.

The art of collaboration

The campaign ends with a symbolic fashion show, where Sarah Jessica Parker shines alongside Rina Sawayama and Alton Mason. A scene that is not just a visual climax, but the synthesis of UGG’s evolution: from Californian dunes to international stages, all without ever denying its DNA.

It features the brand’s emblematic codes: the double stitching, the sun logo, but also this unique way of combining design, functionality and storytelling. The slogan ” Iconic Design, Crafted Together ” takes on its full meaning.

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