The Ugg renaissance is in full swing. Once banned from at least one notable glossy magazine’s office in London, the comfy shearlings that have spent a decade in the fashion wilderness are back from the cold.
It all started last month with Preen’s spring ’17 show, which featured a footwear collaboration with the label. While it admittedly bore absolutely no resemblance whatsoever to a traditional UGG, it ensured the brand that has its roots in the Aussie surf scene was firmly on the fashion radar once more.
And keeping up the momentum, Ugg has tapped British model/’it’ girl Alexa Chung to art-direct its new campaign. She’s already got a Mulberry bag named after her, is slated to release her own collection next spring and her second archive collaboration with Marks & Spencer will soon arrive in store as well.
Ugg is no doubt hoping the association will do what it did for Marks & Spencer. However, with Preen in the bag, it’s already taken its place as part of fashion’s new unlikely triumvirate — alongside Christopher Kane’s Crocs and Miuccia Prada taking her post show bow in a pair of Tevas.
Let the battle for comfy chic commence.