Who doesn’t love a pair of UGG boots? Albeit being undeniably cozy, the world’s population has always expressed mixed emotions over the UGG boots, either loving or hating them. Thanks to Alexa Chung, however, things might forever change, as the international fashion muse just got appointed as the new art director of UGG. Alexa Chung is UGG’s first-ever creative brand partner, with her brand new role consisting of working as the art director for the footwear label’s next photoshoot.
“As UGG continues to cement its position in the world of fashion, partnering 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,” officially stated Alice Hampton, Senior Director of Global PR for UGG.
News that Alexa Chung was determined to make UGG’s huge comeback into fashion began hitting the headlines last week, with many wondering to what extent her approach to fashion would change the American label. Everything became clearer when Alexa Chung shared a sneak peek of her newest UGG campaign on her Instagram account, confirming her high-urban, boho-chic iconic style was surely influencing the shoe brand’s notorious aesthetics.
We all know that a pair of UGG boots was the ultimate must-have back in the early ‘00s, although even back then there was a sort of odi et amo feeling toward the renowned twin-faced sheepskin boots. Being the ultimate It-girl of the past decade, Alexa, of course, perfectly meets our expectations, bringing UGG boots back on track while also challenging the current fall/winter 2016 shoe trends with warm and cozy late ‘00s reminiscences.
Not for nothing, Alexa Chung herself is a huge UGG fan, as the laid-back, comfortable texture of the shoes is both a go-to for (almost) any occasion, and reminds her of home too.
“There is nothing I enjoy more than getting back to England and seeing all of my mates and that involves my uniform, which is UGG boots, jeans, and a navy blue jumper,” she revealed in an interview with Vogue. “I have an association with them being home, friends, hanging out and having fun.”
As for UGG’s fall/winter 2016-17 collection and the campaign Alexa Chung directed, it is revealed that the footwear brand did not solely rely on its iconic boots, but rather utilized Chung’s skills and keen eye for fashion as a way to enhance every single shoe style from slippers to loafers.
“I loved art directing for UGG,” she continued. “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.”
Photo courtesy of @ugg