Style, comfort and artistic excellence weave together in UGG’s latest autumn/winter 2025 campaign, “Iconic From the First Step,” directed by Gia Coppola and styled by Jordan Bickham. Through means of both video and still images, the campaign follows a variety of tastemakers rocking their UGGs, exploring the playful collaboration and inner confidence that sits at the core of UGG’s history.

Despite being renowned for its warm winter wear, namely its signature sheepskin boot lined with soft fleece and other comfort-forward footwear products, it may come as a surprise to learn that the brand has ocean roots. UGG was founded in Venice Beach in 1978 by Australian surfer Brian Smith and quickly became a symbol of California surf culture before evolving into the global fashion brand it’s known as today—mainly through means of celebrity endorsements by 2000s icons such as Paris Hilton and Britney Spears.

Continuing UGG’s heritage of reimagining the fashion rules, the new campaign features some of the world’s most symbolic characters across artistic disciplines—from American actress Sarah Jessica Parker, football athlete Stefon Diggs, fashion designer Jeremy Scott, model Elsa Hosk, male supermodel Alton Mason, singer-songwriter Leah Dou, musician Rina Sawayama, hip-hop artist Lil Cherry, model and actress Aweng Chuol, British rapper Central Cee and UGG’s own founder and business leader, Smith. “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,” Anne Spangenberg, president of UGG, says. “Every time a consumer wears UGG, they contribute to this legacy. It’s a group effort, and therefore, a group celebration.”

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From the streets of Paris to the beaches of Venice, the short film reminds consumers there’s no destination too sumptuous for UGG and that evolution is always a step forward. Throughout the video, icons can be seen wearing a variety of both classic styles and new releases, including the Classic Ultra Mini, Tasman, Class Short, Tazz, Fluff Momma and others.