The campaign combines classic pieces with the latest ones, alluding to the celebration of community, design and legacy: “ Iconic Design, Crafted Together ” is one of the central messages. Prominent figures such as Sarah Jessica Parker, Elsa Hosk, Stefon Diggs, Jeremy Scott, and founder Brian Smith himself participate, connecting history with the present. The visual narrative symbolically traces UGG's journey: from its origins on Californian beaches to its current presence in global streetwear. Among the new styles for 2025 are some specific references: Classic Ultra Mini, Tasman, Tazz, Zora Ballet Flat...
Origins and evolution of the brand
Since the campaign is about the history of UGG, here's our preview. This brand was born from the blend of Australian rural tradition and Californian surf culture. Although "ugg"-style boots already existed in Australia as functional footwear for shepherds and rural workers (made of suede sheepskin with an inner lining), the commercial version we know today began when a young Australian surfer, Brian Smith, moved to California in the 1970s and saw the potential of these boots for the coastal climate. In 1978, Smith founded UGG Imports and began distributing suede boots to American surfers.
Over time, UGG transformed from utilitarian footwear to a symbol of premium comfort (especially in cold climates) and adopted a global strategy supported by collaborations, fashion design and media outreach.
Today, UGG is part of the Deckers Brands group, and is a brand recognized for its original icon, along with collections of clothing, accessories and home products.
How UGG fits into Dakonda's autumn-winter collection
For Dakonda , incorporating UGG into its 2025 season offering means joining a brand that is no longer just "the warm boot" but a hybrid style proposition: comfortable, sophisticated and adaptable to any look.
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