From what started as a men’s surf brand in 1978 and transcended into a fashion industry authority, UGG continues to show what it means to live the California lifestyle by being bold, provocative and free-spirited.
This week, the Southern California-based global lifestyle brand UGG unveiled its new #UGGLIFE campaign for Autumn/Winter 2019.
Pairing duos across generations who support, challenge, and inspire one another as individuals, the new global campaign highlights relationships and the spirit that brings families together.
The #UGGLIFE campaign features both videos, digital and print.
The campaign features model-mother Slick Woods and her son; legendary rock musician and multi-disciplinary artist Kim Gordon and her daughter, poet, artist and model Coco; actor Luka Sabbat and his father and creative director Clark; model Paloma Elsesser and her sister Ama; actress Sasha Lane and her brother Sergio; and fashion designers Mike Eckhaus and Zoe Latta. Watch the videos below:
Slick Woods:
Kim & Coco:
Sasha & Sergio:
Mike & Zoe:
Luka & Clark:
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“The world today can be complicated and difficult. To survive you need the love and support of your family. Whether it’s the family you’re born into or the family you create, it helps you grow and become the person you want to be,” says Andrea O’Donnell, President, Fashion Lifestyle, Deckers Brands. “At UGG, we have always believed that family is important, because without them where would you find the courage to be yourself? With our #UGGLIFE campaign, we wanted to celebrate our friends, their families and their love.”
Photographed by noted visual artist Chen Man in Los Angeles, the inspiration behind the campaign is an homage to the brand’s California heritage which highlights both vast terrains and wooded enclaves. Seen through eye-catching rich red and deep blue hues, which represent the California state flag and coastline, respectively, the use of colorblocking is a play off of the UGG® brand’s roots seen through the new contemporary and bold direction.
#UGGLIFE EVENT
On Oct. 9, UGG hosted an exclusive event at Academy LA celebrating the launch of the brand’s Autumn/Winter 2019 #UGGLIFE campaign.
Casting director for the presentation models, campaign star Slick Woods enlisted an eclectic group of individuals that empowered and inspired her. Guests who attended the launch event included Paloma Elsesser, Luka Sabbat, Kim Gordon, Coco Gordon Moore, Cailin Russo, Chen Man, Alana O’Herlihy, Allie & Lexi Kaplan, Moses Sumney and more.
Credits
Client: UGG
Campaign Photography Credit: Chen Man
Product Profiles & Videos Credit: UGG®
Event Photography Credit: Jerritt Clark & Stefanie Keenan, Getty Images
SOURCE: UGG
