UGG, a division of Deckers Brands, launched the next chapter of its “Feels Like UGG” campaign, which the company photographed in Seoul, South Korea.

“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,” said Anne Spangenberg, president of UGG and Koolaburra by UGG at Deckers Brands. “That feeling is unique and welcomes you to be comfortable in your self-expression, building connection and community where you can be your most authentic self. At UGG, we celebrate this connection and community, so self-expression is comfortable for all.“

Inspired by the brand’s Twin Seam stitch and how it “brings two things together,” the AW24 marketing campaign features a global cast, including Alex Consani, Hanni, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee, and Young Mazino, while dressed in the new UGG AW 2024 collection.

Products showcased in the campaign include:

  • UGG New Heights Cozy Clog worn by Karabo Poppy Moletsane
  • UGG Pumped Slide on Leah Dou
  • UGG Classic Mini Dipper on Alex Consani
  • UGG Classic Ultra Mini New Heights worn by Hanni
  • UGG Classic Twin Seam New Heights on Precious Lee
  • UGG Classic Mini Pumped Molded on Leah Dou
  • UGG TrailGazer worn by Young Mazino
  • UGG Neumel High Weather Hybrid on Young Mazino
  • UGG New Heights Platform Xtra , as seen on Alex Consani
  • UGG MetroPeak worn by Karabo Poppy Moletsane
  • UGG Marlene Jacket Boucle, as seen on Alex Consani
  • UGG Emmalyn UGGfluff Puffer Jacket worn by Hanni
  • UGG Frankie UGGfluff Jacket Topa, as seen on Alex Consani and Karabo Poppy Moletsane
  • UGG Ronney Puffer Jacket High Pile worn by Precious Lee and Hanni
  • UGG Alesandra Faux Fur Coat Nov worn by Precious Lee

Ugg will launch a series of “Feels Like Ugg” in-person activations and events this Fall, where participants can express themselves and connect with others. On September 21, the company will kick off #UGGSeason, the brand’s first social activation with in-store events that celebrate the beginning of fall. Later in 2024, UGG will open the next rendition of its global Feel House, a ten-day multi-sensory community retail space.

“Feels Like UGG” will be featured across digital media, out-of-home advertising and the brand’s owned channels, including social media, e-commerce and retail stores.

Image courtesy Ugg