UGG Unveils Jeremy Scott Campaign
Brands tap Lil Yachty and Jasmine Sanders to showcase collaboration
UGG® (a division of Deckers Brands, NYSE: DECK) and designer Jeremy Scott reveal the marketing campaign for their collaboration launching in September. Musician Lil Yachty and model Jasmine Sanders star in the campaign that highlights Scott’s spin on iconic UGG® styles. It was shot outside Los Angeles, as the collection pays homage to the California spirit and Los Angeles pop culture throughout the ages. The limited edition collection, which features UGG® footwear styles for men, women, kids and babies, will be available in an exclusive distribution worldwide with prices ranging from $90 to $1,195 USD.
“UGG is a part of my everyday life,” says Lil Yachty. “So it was dope to be able to partner up with the brand because I use the brand.”
“I absolutely love Jeremy Scott. To be able to work with him and rock these cool UGG Classic boots and fun outfits is very exciting!” says Jasmine Sanders.
The campaign was shot by noted photographer Marcus Mam and both stars were dressed by two-time Oscar-nominated costume designer Arianne Phillips. Scott created custom pieces that complemented the featured footwear styles.
The collection is comprised of eight style-focused silhouettes. Highlights include:
The Classic Short Jewel blends UGG®-heritage materials with Jeremy Scott’s signature flair. Featuring hand-sewn beads and jeweled hardware specifically selected by Jeremy Scott himself, each boot’s jewel placement takes up to one week to complete and is done entirely by hand.
The Classic Short Crystal Flames and Classic Short Flames reinvent our best-selling Classic Short boot through the bold and playful wit of Jeremy Scott. Known for making fashion fun, the whimsical designer uses our original silhouette to embroider his signature flames, one with fiery red and yellow Swarovski® crystals and the other with an embroidered applique, on a soft suede canvas—crafting boots that are both art and statement.
Known for his unique and witty interpretations of pop culture through design, Jeremy Scott lends a nod to hip hop history with the UGG Life Mini by using the wordplay of UGG LIFE to denote that UGG® is not just a boot, it’s a lifestyle.
All styles feature the unparalleled sheepskin UGG® is known for, as well as the brand’s signature technology Treadlite by UGG™, a supremely lightweight and ultra-durable outsole compound that draws inspiration from athletic footwear silhouettes.