- Footwear brand UGG is using the back-to-school season as an opportunity to celebrate teens’ and young adults’ desire for self-expression.
- The campaign celebrates artistic communities, including musicians, artists, creatives and students, that make up the back-to-school season. The campaign features alternative-pop band MUNA alongside students of all ages with a message of building confidence by embracing individuality.
- The brand will support the campaign with a student-creator program featuring emerging artists and creative voices from art and design schools across the U.S. and Canada, including the Savannah College of Art and Design-Atlanta, the Fashion Institute of Design and Merchandising and the School of the Art Institute of Chicago.
Throughout the back-to-school season, the select creators will share their perspectives on personal style while showcasing UGG’s fashions through content that reflects their creative disciplines. (Represented disciplines include fashion design, animation, printmaking and illustration.)
“Back-to-school is more than a shopping season – it’s a cultural moment. It’s a time when students discover who they are and express themselves through fashion, music, art, and creativity,” said Tracy Paoletti, general manager and vice president at UGG North America, in a statement. “This season, we’re celebrating the role the arts play in inspiring confidence and individuality, and how UGG helps people show up as their most authentic selves.”
The campaign will introduce UGG’s Ultra Mini Bailey Bow slipper and showcase several other products. It will also be an opportunity for MUNA to promote their new album, Dancing on the Wall. The campaign was developed by Tastebuds Creative.
The brand is also continuing its partnership with Queer|Art, a nonprofit that celebrates LGBTQ+ artists through mentorship, resources and community. Through its year-round partnership with the organization, UGG helps provide grants, experiences and community programming. In addition, as part of the back-to-school campaign, UGG is making a donation to Chicxs Rockerxs South East Los Angeles (CRSELA), which empowers youth through music, mentorship and social justice.
