UGG Partners with Global Fashion Muse Alexa Chung to Art Direct the Launch of the New Classic

NEW YORK–(BUSINESS WIRE)–UGG® (a division of Deckers Brands, NYSE: DECK) announces its first ever
creative brand partnership with Alexa Chung to honour the iconic Classic
boot and celebrate the launch of the Classic II boot.

Alexa’s involvement extends outside her usual role in front of the lens
and sees her express her creative talent behind-the-scenes. As Art
Director, Alexa oversaw the entire shoot from concept, to crew, to cast,
focusing on the Classic boot and delivering a contemporary sensibility
for the Classic boot today. UGG® has harnessed Alexa’s unique eye for
style and her breadth of creative friends to establish a natural

Set in New York, a series of portraits capture a group of women within
the creative industry who are celebrated for their individual style,
have a strong sense of self and enjoy a close relationship with Alexa.
As a result, the images reflect the lives of inspirational women and
their modern wardrobe, allowing the photographer to capture true
moments. Alexa’s love for heritage pieces and originality laid the
foundation for the focus on the UGG® Classic styles while also exposing
the individualism and spirit of each woman.

Each portrait was shot by photographer Ben Rayner, who has previously
worked with Tommy Hilfiger, ASAP Rocky, Mo and Dev Hynes. Stylist Stella
Greenspan, formerly Grace Coddington’s assistant, worked alongside Alexa
with Blake Erik and Charlotte Day styling hair and make-up respectively.

Quote from Alexa:
“I’ve always appreciated classic items of
clothing and always been drawn to things that have a perineal appeal,
and I would say the UGG Classic boot possesses that quality.

I loved art directing for UGG as 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 bra

Quote from UGG®:
“As UGG continues to cement its position in the
world of fashion, partnering with a creative as globally revered as
Alexa was a natural step in the brand’s evolution,”
said Alice
Hampton, Senior Director of Global PR for UGG®. “Alexa’s iconic
perspective and creative aesthetic made her the perfect partner to
capture the new Classic in a modern, contemporary, and yet very real

Notes to Editors: Download high res images of the full campaign
from the link below:

About the UGG® brand

Founded in 1978 in California, UGG® has built a reputation on luxury and
comfort by using only the finest materials in the world, employing the
highest standards of craftsmanship, and delivering new and innovative
styles. Recognized as a premium lifestyle brand with more than $1
billion in annual sales, UGG® offering include: men’s, women’s and kid’s
footwear as well as loungewear, outerwear, home products, cold weather
accessories and handbags. The brand’s concept and outlet stores offer
the ultimate brand experience with 150 locations worldwide, including
New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and
Beijing. For more information please visit

About Deckers Brands

Deckers Brands is a global leader in designing, marketing and
distributing innovative footwear, apparel and accessories developed for
both everyday casual lifestyle use and high performance activities. The
Company’s portfolio of brands includes UGG®, Teva®, Sanuk®, Ahnu®, HOKA
ONE® and Koolaburra®. Deckers Brands products are sold in more than 50
countries and territories through select department and specialty
stores, 154 Company-owned and operated retail stores, and select online
stores, including Company-owned websites. Deckers Brands has a 40-year
history of building niche footwear brands into lifestyle market leaders
attracting millions of loyal consumers globally. For more information,
please visit


UGG® PR Manager
Lindsey DiCola
212-247-8552 X 2773
PR Associate
Matthew Magnin
212-247-8552 X 2772