UGG presents the campaign “Iconic from the first step” We discussed it with one of its protagonists, Alton Mason
For AW25, titled Iconic from the first step, UGG didn’t just shoot the brand’s most renowned footwear: it also brought in international style icons Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, Alton Mason, Leah Dou, Rina Sawayama, Lil Cherry, Aweng Chuol, Stefon Diggs, and Brian Smith. Through the luminous lens of Gia Coppola and the bold styling of Jorden Bickham, the campaign celebrates UGG’s timeless aesthetic by exploring the uniqueness of each of the stars involved. From the first scenes on California beaches (also featuring founder Brian Smith) to Jeremy Scott’s design studio, from Paris red carpets to the backstage of a UGG fashion show, every sequence tells part of the brand’s story, from its origins tied to surf culture to fashion. The film ends by framing a collective celebration, where diverse spirits and characters from the UGG community come together to honor the bold and creative soul that the brand infuses into every design.
As Alton Mason tells us, a model who went from the American Midwest to the runways of the world’s fashion capitals through his passion for art and dance, there are many things that make UGG a brand like no other- not just the aesthetic. «From the beginning of my career UGG was very supportive,» says Mason, recalling the shoot he did with the brand in 2019 and all the other moments they’ve worked together since then. «To me the UGG world represents tribe and class - he adds - I remember when I moved to Belgium as a kid and entire families were wearing UGG. I feel like UGG stays consistent: even with some of the new styles, the class of UGG remains.»
The brand’s versatility and functionality have contributed over the years to its growing popularity worldwide and across different sectors, from sports (just think of California, Venice Beach where UGG was born, and the surfers who wear them after their sessions) to the fashion industry. These qualities have made UGG an icon for its practicality and authenticity, aspects that today are central for all creatives and athletes. «Ugg mirrors my personality,» acknowledges Mason, who says the brand has a «one of one aura». What struck the model most about the new collection, he adds, are the new prints, textures, and palette. «Everyone wears UGG, but the new collection is a catalyst to individual style within the brand».
Designed to celebrate the entire history of the brand and all the individuals who have been part of it, the Iconic from the first step campaign is a love letter to the UGG community. «Since 1979, we’ve been helping our community feel comfortable expressing themselves inside and out. And, we haven’t done it alone,» commented Anne Spangenberg, the company’s President. Design, style, and comfort are also stars of the campaign, brand icons returning on classics such as the Classic Ultra Mini, the Tasman, the Tazz, the Classic Mini Dipper, the Elea Slip On, or the Fluff Momma. After the campaign launch, Iconic From the First Step doesn’t stop: during the upcoming season, the brand will continue to release exclusive content dedicated to all those who, like Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, Alton Mason, Leah Dou, Rina Sawayama, Lil Cherry, Aweng Chuol, Stefon Diggs, and Brian Smith, keep choosing the brand for their style adventures.
