JW Anderson unveils a new campaign for its collaboration with UGG, starring Kaia Gerber and Dev Hynes. Photographers Tanya and Zhenya Posternak capture the pair inside a home, exploring the relationship between fashion and everyday routines. The campaign reflects Jonathan Anderson‘s longstanding interest in bringing together personalities from different creative disciplines, with Gerber and Hynes representing fashion, acting and music.
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The images introduce the footwear collaboration through intimate domestic scenes, allowing the designs to appear within familiar surroundings. Gerber and Hynes wear pieces from the latest JW Anderson ready-to-wear collection, including argyle knitwear, leather jackets and twisted jeans, creating looks that connect the collaborative footwear with the wider wardrobe of the brand.
The campaign follows Gerber and Hynes through ordinary moments at home, placing emphasis on the way clothing becomes part of daily life. The Posternak photographers approach the setting through intimate compositions, giving the collection a personal context that reflects the concept behind the collaboration.
Jonathan Anderson continues his approach to casting across creative disciplines, selecting two figures whose work extends beyond traditional fashion campaigns. Gerber brings her experience in modelling and acting, while Hynes, also known as Blood Orange, contributes his background as a musician and producer.
Their participation connects the campaign with the creative communities that have long informed the JW Anderson identity. The domestic setting allows the clothing and footwear to become part of the scenes, with the collection appearing throughout the routines of the two campaign stars.
The collaboration brings JW Anderson design references to two familiar UGG styles, the Classic Boot and Tasman slipper. Jonathan Anderson draws inspiration from the penny loafer, introducing elements of the traditional footwear design into the recognisable UGG silhouettes.
The unisex collection features suede and sheepskin, materials associated with UGG footwear, alongside details that reference the JW Anderson loafer. The designs arrive in seasonal earth tones, with boots and slip-on styles forming the central offering.
Beyond the collaborative footwear, the campaign also features clothing from Jonathan Anderson’s latest collection for his namesake label. Argyle jumpers introduce patterned knitwear, while leather jackets provide outerwear options. The brand’s twisted jeans add another recognisable design from the JW Anderson wardrobe. Stylist Benjamin Bruno brings these pieces together for the new campaign, working under the creative direction of Jonathan Anderson. The JW Anderson x UGG collection is available in stores and online, alongside selected retailers.
