UGG has unveiled its Autumn/Winter 2025 campaign, Iconic From the First Step, with Sarah Jessica Parker front and center. Styled in some of the brand’s most beloved silhouettes, Parker embodies UGG’s blend of comfort and fashion-forward style, taking the brand from Venice Beach to Paris runways in the new global campaign directed by Gia Coppola.
The spot, which also stars Stefon Diggs, Jeremy Scott, Elsa Hosk, Alton Mason, and UGG founder Brian Smith, celebrates the brand’s evolution from surf culture staple to international fashion icon. Parker makes a standout appearance during the Paris runway sequence, joining Hosk front row before stepping into the spotlight herself, underscoring UGG’s crossover appeal from streetwear to high fashion. Watch below:
“Every time a consumer wears UGG, they contribute to this legacy,” said Anne Spangenberg, President of UGG. “It’s a group celebration, and we’re excited to keep showing up in people’s lives in return.”
The campaign highlights signature designs like the Classic Ultra Mini and the Long & Lean, alongside new seasonal styles. Parker is featured in the Classic Ultra Mini and Classic Ultra Mini Platform, underscoring the collection’s versatility and staying power.
Photographed by Bjorn Iooss and styled by Jorden Bickham, the campaign unfolds in three chapters—Iconic Design, Iconic Style, and Iconic Feeling—culminating in a celebratory club scene with the full cast, enveloped in UGG’s signature sheepskin warmth.
The Iconic From the First Step campaign will roll out across digital, out-of-home, retail, and social platforms throughout the season. The Autumn/Winter 2025 collection is now available at UGG.com, UGG stores, and select retailers nationwide.
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