The Southern California-based brand launches the next chapter of ‘Feels Like UGG®’. The campaign explores how the power of individual expression can create inspiration, community and a sense of global connection. Shot in Seoul, South Korea, the idea is brought to life by capturing a group of dynamic creatives who evoke the confidence, community and innovation that the UGG® brand is known for.
‘Feels Like UGG is a celebration of how we are more than iconic products and experiences. We are a brand that makes you feel good inside and out,’ says Anne Spangenberg, president of UGG® & Koolaburra by UGG® at Deckers Brands. ‘That feeling is unique and invites you to feel comfortable with your self-expression, building connections and community where you can be your most authentic self. At UGG we celebrate this connection and community so that self-expression is comfortable for everyone.’
Inspired by the brand’s iconic Twin Seam stitching and how it brings two things together, Feels Like UGG® connects an inspiring global cast including Alex Consani, HANNI, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee and Young Mazino. The cast represents UGG’s commitment to creating an inclusive community that celebrates unconventional attitudes and individuals who embrace all that they are.
Directed by We Are From L.A., photographed by Samuel Bradley and created in collaboration with AKQA, the campaign features the cast on an energetic tour of the streets of Seoul, a global hub celebrating modern creativity, as they wear UGG‘s new Autumn/Winter 2024 collection.
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