Ugg
Ugg's editorial campaigns, footwear and apparel collaborations across fashion and lifestyle
Featured Ugg projects
This week's top Ugg projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Ugg · 'Born to Feel' 2026 Campaign
Ugg’s 'Born to Feel' 2026 campaign marks a return to outdoor, candid photography, anchoring the footwear brand within everyday urban and park environments. Photographed by Sophia Wilson, the campaign features a cast including PinkPantheress, Rowan Blanchard, Adwoa Aboah, and Emily Ratajkowski in a series of dynamic, movement-focused frames. Utilizing warm natural light, the commercial imagery highlights seasonal textures—such as shearling slides, clogs, and faux-fur outerwear—against backdrops of city crosswalks, playground equipment, and public park architecture. The production leans into a nostalgic, playful aesthetic, captured across both static and motion-blur compositions to emphasize the tactile quality of the footwear.
Project Ugg · UGG Social Campaign FW26
For the UGG Social Campaign FW26, creative director Ava Nirui orchestrates a hyper-saturated visual narrative that breathes new life into the brand's iconic footwear. Captured through the lens of photographer Hanna Moon, the campaign leans into a playful, high-energy aesthetic that bridges the gap between suburban youth culture and cinematic editorial minimalism. The project utilizes a consistent monochromatic pink palette, expertly styled by Zara Mirkin, who layers soft lace-trimmed dresses and utilitarian zip-up vests against stark, unexpected backdrops like concrete sports courts and custom airbrushed sports cars. These lifestyle images leverage live-action techniques, including dynamic smoke grenade displays and low-key chiaroscuro lighting, to create a striking contrast that feels both candid and meticulously curated. Featuring entertainer Adéla Jergová, the campaign highlights the versatility of UGG slippers and sneakers through diverse settings that range from sun-drenched driveways to nocturnal asphalt scenes. The integration of meticulous hair work by Rachel Lee and precise makeup artistry by Julian Stoller ensures every frame remains cohesive despite the varied intensity of the lighting. By blending natural light with stylized, deliberate compositions, the work redefines the brand as a staple of street-style fashion, effectively moving beyond traditional commercial photography to embrace a bolder, more atmospheric visual language that captures the spirit of modern, trend-driven youth culture.
Ugg · Lowmel
Ugg presents the Lowmel sneaker in a commercial campaign that follows a series of casual, outdoor movements. The production captures individuals walking and cycling through sun-drenched environments, emphasizing the versatility of the footwear and apparel. The project leans into a warm, inviting aesthetic, utilizing natural light and golden hour tones to define its visual identity. The live-action approach is supported by precise sound design and polished post-production sequences. Creative contributions to the campaign include production by Fela, with post-production and VFX from DreamBear, Modern Post, and Company 3, and music by BDS Music.
Ugg · Feels like UGG®
Ugg presents 'Feels like UGG,' a commercial campaign showcasing the brand's latest footwear collection. Directed by Iconoclast US and Compass Production for agency AKQA US, the project captures a series of vignettes featuring diverse individuals across vibrant urban landscapes. The film leans into a lifestyle narrative, utilizing a cinematic, live-action technique to explore the intersection of layered fashion and modern street style. With an emphasis on warm earth tones and rich textures, the production highlights movement through city environments, from busy intersections to neighborhood convenience stores. The work utilizes natural daylight to establish its visual rhythm.
Ugg · Winter Lifestyle
Ugg’s Winter Lifestyle campaign frames the brand within an expansive, snow-covered forest, highlighting its apparel collection in a series of active, cold-weather scenarios. The commercial leans into a playful, high-energy aesthetic, documenting group activities ranging from lighthearted winter tennis to snowmobile rides. Produced by AGÜITA with creative support from AKQA US, the project utilizes natural light to emphasize the crisp, seasonal textures of the layered garments. Post-production work was handled by Ethos Studio, with additional production service provided by MYGOSH.co and Rebolucion Chile. The live-action technique prioritizes movement and warmth, anchoring the outdoor apparel in a dynamic, cinematic narrative.
Ugg · Extreme
Ugg’s Extreme project captures a high-energy, seasonal narrative centered on winter athleticism. The campaign features a series of playful scenarios, including tennis matches played on snow-covered courts and snowmobile excursions, set within a vast, forested landscape. Developed in collaboration with agency AKQA US, the spot leans into a raw, live-action technique to highlight the collection's utility. The cinematography utilizes natural daylight to emphasize the tactile quality of the winter apparel and footwear, focusing on motion and the contrast between the environment and the participants.
Project Ugg · Iconic From The First Step
Ugg presents 'Iconic From The First Step,' a fashion campaign captured by photographer Samuel Bradley. The project features models Alton Mason and Elsa Hosk in a series of outdoor environments, ranging from classical architectural exteriors to tiered urban staircases. The imagery leans into an editorial aesthetic, utilizing natural light and the golden hour to highlight texture in the footwear and apparel. Fashion editor and stylist Jorden Bickham curated the looks, while movement director Simon Donnellon informed the dynamic posing throughout the shoot. Grooming was provided by hair stylist Ryo Narushima and makeup artist Erin Green.
Project Ugg · UGG Extreme Winter Talent Campaign
Ugg presents its Extreme Winter Talent Campaign, a fashion editorial project captured by photographer Tobias Kruse. The campaign highlights a range of heavy-duty, layered winter apparel and footwear designed for harsh, cold-weather environments. Shot across various mountainous and glacial landscapes, the imagery leans into a natural light aesthetic that emphasizes the textures of the collection against snow-covered terrain. Utilizing a mix of analogue film techniques and desaturated color grading, the editorial focuses on the functional design of insulated boots and outerwear. Models Lin Lin Yujing and supporting talent appear throughout the series in both candid, playful moments and staged portraits.
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