Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) releases its Autumn/Winter 2025 campaign, Iconic From the First Step.
Through film and photography, the campaign features creative icons and explores the powerful connection between collaboration and community that live at the heart of UGG®. Iconic From the First Step brings to life how UGG® grew from the beaches of Southern California to become a beloved cultural and fashion global icon. Inspired by the brand’s legacy and heritage, the journey flows from its birthplace of Venice Beach, California, to the modern-day runways of Paris, France bringing to life a universal feeling of UGG® – to feel good, inside and out.
Featuring iconic individuals including athletes, models, musicians, actors, and fashion designers whose bold self-expression and global appeal have influenced the legacy of UGG®, the Iconic From The First Step campaign stars Sarah Jessica Parker (She/Her), Stefon Diggs (He/Him), Jeremy Scott (He/Him), Elsa Hosk (She/Her), Alton Mason (He/Him), Leah Dou (She/Her), Rina Sawayama (She/Her), Lil Cherry (She/Her), Aweng Chuol (She/Her), Central Cee (He/Him), and Brian Smith (He/Him).
“Iconic From the First Step is a celebration of our journey as a brand, and the amazing individuals who have joined us along the way to build community throughout our history. Since 1978, we’ve been helping our community feel comfortable expressing themselves inside and out. And, we haven’t done it alone,” said Anne Spangenberg, President of UGG®. “Every time a consumer wears UGG, they contribute to this legacy. It’s a group effort, and therefore, a group celebration. We take every opportunity to thank our community for showing up for us, and we’re excited to continue showing up in their lives in return.”
Highlighting design, style, and feel through the UGG® brand’s signature codes, including the Twin Seam and Sun Logo, Iconic From the First Step celebrates its commitment to craft: crafting together premium materials, contrasting ideas, vibrant communities, and its unique approach to fashion with made-to-last construction – this is ‘Iconic Design, Crafted Together.’
Directed by Gia Coppola and styled by Jorden Bickham, the campaign brings to life three chapters of the brand’s legacy: Iconic Design, Iconic Style, and Iconic Feeling. Opening with Elsa Hosk on the beaches of Venice Beach, California, she begins exploring the history and evolution of UGG® with fellow icons Stefon Diggs and Leah Dou, capturing moments of joy and connection. The UGG® brand founder, Brian Smith, makes a special appearance, paying homage to the surf culture, which is deeply interwoven into the brand’s origin story.
The film then celebrates Iconic Design with Hosk heading to the design studio of Jeremy Scott, one of the many iconic collaborators for the brand. Continuing her journey to a place of Iconic Style, Hosk finds herself in Paris. From the streets of Paris to the red carpet with Rina Sawayama and Sarah Jessica Parker, to backstage of an UGG® runway show with Alton Mason, Hosk shows how UGG® takes her from day to night. Gracing the runway, Hosk and Mason strut in some of the brand’s most notable past and present collaborations. Proudly sitting front row, Parker joins Elsa to close out the show.
The film wraps with a night of celebrations with the UGG® community in a club enveloped in sheepskin, capturing the Iconic Feeling the brand is known for. The celebrations feature the remainder of the cast, including Central Cee, Lil Cherry, and Aweng Chuol. From beach to studio, street to runway, the diverse cast of creatives showcase the collection’s versatility and wearable functionality.
Iconic From the First Step features new Autumn/Winter 2025 and classic styles including:
- Classic Ultra Mini, as seen on Sarah Jessica Parker, Stefon Diggs & Central Cee
- Tasman, as seen on Stefon Diggs & Alton Mason
- Classic Ultra Mini Platform, as seen on Sarah Jessica Parker, Lil Cherry & Rina Sawayama
- Tazz, as seen on Elsa Hosk
- Classic Short, as seen on Brian Smith & Jeremy Scott
- Lowmel, as seen on Leah Dou
- Classic Micro, as seen on Elsa Hosk
- Classic Mini Dipper, as seen on Elsa Hosk
- Elea Slip On, as seen on Elsa Hosk
- Fluff Momma, as seen on Aweng Chuol
Iconic From the First Step will continue to come to life throughout the season with the release of exclusive content and compelling storytelling celebrating Iconic Design, Iconic Style, and Iconic Feeling.
Iconic From the First Step will come to life across digital media, out of home advertising and across the brand’s owned channels including social media, e-commerce and retail stores. Styles from the Autumn/Winter 2025 offering are available now at UGG.com, UGG® stores, and select wholesale retailers nationwide.