Between getting the runway treatment at Preen by Thornton Bregazzi's spring 2017 show and today's announcement of Alexa Chung as its art director, we have to say it; it's been a good season for Ugg. (Who could have guessed that we'd be saying such a thing in 2016?)
Chung took to Instagram to share the news (plus a sneak peek of the campaign on the city streets) and from what we can tell, the imagery under her direction is stepping away from Ugg's laid-back, outdoorsy branding, and instead putting the brand in the context of city-dwelling Cool Girls™ like Cleo Wade (below) and Coco Baudelle, above. It's clear that the brand is making an effort to boost the relevance of its sheepskin-lined boots in the current fashion landscape with the appointment, which afforded Chung the freedom to conceive the artistic vision for brand's latest campaign. "I have an association with [Ugg] with being home, friends, hanging out and having fun," said Chung in an interview with Vogue UK. "With this in mind, I loved art directing for Ugg. It gave me the opportunity to work alongside and marry together some of the people in my life I find most inspiring with a team of talented pals to capture both their spirit and the easy going nature of the brand."
Chung is no stranger to collaborating with fashion brands — in the past, she's played a role in designing collections for Madewell, AG and British retailer Marks & Spencer, fronted campaigns for Longchamp and AG and, oh yeah — launched her own namesake label. (Plus, on the beauty side of things, who could forget her partnership with Eyeko?) While Ugg seems to be taking the right steps to align itself as a fashion-forward thinking label, it's nevertheless a tall task to being the footwear of choice for late 2000's suburban teens. But if anyone can rise to the challenge, we'd bet on Alexa Chung.