Ugg, a division of Deckers Brands (NYSE: DECK), partnered with Alexa Chung to launch the footwear brand’s Classic II boot.
Chung, a British fashion model, television presenter and contributing editor at British Vogue, stepped out of her usual role in front of the lens and expressed herself behind the scenes. As Art Director, Chung oversaw the shoot. Set in New York, a series of portraits show a group of women within the creative industry who are celebrated for their individual style, have a strong sense of self and have a close relationship with Chung.
The portraits were shot by photographer Ben Rayner, who has previously worked with Tommy Hilfiger, ASAP Rocky, Mo and Dev Hynes. Stylist Stella Greenspan, formerly Grace Coddington’s assistant, worked alongside Chung with Blake Erik and Charlotte Day, styling hair and make-up respectively.
“I’ve always appreciated classic items of clothing, and always been drawn to things that have a perennial appeal, and I would say the Ugg Classic boot possesses that quality,” said Chung. “I loved art directing for Ugg as it gave me the opportunity to work alongside and marry together some of the people in my life I find most inspiring with a team of talented pals to capture both their spirit and the easy going nature of the brand.”
Ugg Senior Director of Global PR Alice Hampton said, “[P]artnering with a creative as globally revered as Alexa was a natural step in the brand’s evolution. 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.”
