UGG Celebrates How Self-Expression Connects Us with HANNI and Young Mazino

Southern California-based global lifestyle brand UGG® (a division of Deckers Brands) launches the next chapter of ‘Feels like UGG®’. The campaign explores how the power of individual expression can create inspiration, community, and a sense of global connection. Shot in Seoul, South Korea this idea comes to life by capturing a group of dynamic creatives who evoke the ethos of confidence, community, and innovation the UGG® brand is known for. 

“Feels Like UGG is a celebration of how we are more than iconic products and experiences. We are a Brand that makes you feel good inside and out,” said Anne Spangenberg, president of UGG® & Koolaburra by UGG® at Deckers Brands. “That feeling is unique and welcomes you to be comfortable in your self-expression, building connection and community where you can be your most authentic self. At UGG, we celebrate this connection and community, so self-expression is comfortable for all.”

Inspired by the brand’s iconic Twin Seam stitch and how it brings two things together, Feels Like UGG® connects an inspirational global cast including Alex Consani (She/Her), HANNI (She/Her), Karabo Poppy Moletsane, Leah Dou (She/Her), Phil Oh (He/Him), Precious Lee (She/Her), and Young Mazino (He/Him). The cast represents the UGG commitment to creating an inclusive community that celebrates unconventional attitudes, and individuals who celebrate all that they are while radiating a creative energy that inspires one another. 

Directed by We Are From L.A., photographed by Samuel Bradley and created in partnership with AKQA, the campaign shows the cast on an energy-filled journey throughout the streets of Seoul, a global centre that celebrates modern creativity, while dressed in the new UGG Autumn/Winter 2024 collection. Feels Like UGG® opens with everyone having a solitary moment in time until their paths cross and their confidence catches each other’s eye. This connection takes the cast from creating solo memories to connecting and celebrating each other’s self-expressions including Leah Dou and Young Mazino playing music in a record store, Karabo Poppy Moletsane creating one-of-a kind works of art, Phil Oh photographing Alex Consani & Precious Lee in an impromptu photoshoot and HANNI expressing herself through song.  

Feels Like UGG® features new Autumn/ Winter 2024 styles across footwear & RTW including: 

• UGG® New Heights Cozy Clog ($140) – As seen on Karabo Poppy Moletsane
• UGG® Pumped Slide ($150)- As seen on Leah Dou
• UGG® Classic Mini Dipper ($160) -As seen on Alex Consani  
• UGG® Classic Ultra Mini New Heights ($170) – As seen on HANNI   
• UGG® Classic Twin Seam New Heights ($190) – As seen on Precious Lee  
• UGG® Mini Pumped Molded ($200)- As seen on Leah Dou 
• UGG® TrailGazer ($200) – As seen on Young Mazino
• UGG® Neumel High Weather Hybrid ($210)- As seen on Young Mazino
• UGG® New Heights Xtra Platform ($280) As seen on Alex Consani  
• UGG® Metropeak ($280) As seen on Karabo Poppy Moletsane
• UGG® Marlene Jacket Boucle ($198) – As seen on Alex Consani 
• UGG® Emmalyn UGGFluff Puffer Jacket ($248) – As seen on HANNI
• UGG® Frankie UGGfluff Jacket Topa ($248) – As seen on Alex Consani and Karabo Poppy Moletsane
• UGG® Ronney Puffer Jacket High Pile ($298) As seen on Precious Lee and HANNI
• UGG® Alesandra Faux Fur Coat ($378) - As seen on Precious Lee

This Fall, fans of the brand will have the opportunity to experience Feels Like UGG® in person through a series of activations and events where participants can express themselves and connect with others. September 21st will welcome the start of #UGGSeason, the brand’s social first activation and in-store events that celebrate the beginning of fall. Later this year UGG will open the next rendition of its global FEEL HOUSE, a ten-day multi-sensory community retail space. Further details on events and activations to be announced in the coming weeks.  

Feels Like UGG will come to life across digital media, out of home advertising and across the brands owned channels including social media, e-commerce, and retail stores. To learn more about the campaign and shop the Autumn/Winter 2024 collection please visit UGG.com, UGG® stores and select wholesale retailers nationwide.