Sarah Jessica Parker appears in UGG Fall Winter 2025 campaign “Iconic From the First Step,” joined by a cast that spans fashion, music, and sport. The new visuals feature Central Cee, Elsa Hosk, Stefon Diggs, Rina Sawayama, Jeremy Scott, and Alton Mason each bringing their own influence to the project. Shot between Venice Beach and Paris, the campaign reflects on UGG’s history while presenting its most recognizable silhouettes.
Parker takes a visible role in the campaign’s Paris sequence, wearing the Classic Ultra Mini, one of UGG’s most iconic styles. Her presence brings added recognition to the campaign, which continues to bridge UGG’s California surf origins with its current global reach.
The lineup underscores UGG’s cross-genre approach. Central Cee and Rina Sawayama tie the visuals to contemporary music, while Elsa Hosk and Alton Mason bring runway energy. Jeremy Scott reflects UGG’s collaborative design history, and Stefon Diggs highlights the brand’s place in sport. Together, they form a cast that reflects the diversity of UGG’s community over the decades.
Anne Spangenberg, president of UGG, framed the campaign as an acknowledgment of that community. “Iconic From the First Step is a celebration of our journey as a brand, and the amazing individuals who have joined us along the way to build community throughout our history. Since 1978, we’ve been helping our community feel comfortable expressing themselves inside and out. And, we haven’t done it alone,” she said.
She added: “Every time a consumer wears UGG, they contribute to this legacy. It’s a group effort, and therefore, a group celebration. We take every opportunity to thank our community for showing up for us, and we’re excited to continue showing up in their lives in return.”
The Fall Winter 2025 collection itself anchors the campaign. The Classic Ultra Mini, Tasman, Classic Micro, Elea Slip-On, and Fluff Momma all feature prominently, reinforcing the silhouettes that have built UGG’s reputation. These models appear throughout the visuals, linking the talent directly to the footwear that defines the brand.
The campaign emphasizes how UGG’s footwear continues to resonate across music, fashion, and sport, while staying rooted in the sense of comfort that has defined it since 1978.
