With regard to shoes, the brand plans on ramping up its assortment of more avant-garde unisex styles too. (Telfar did mini shearling Ugg bags, while designer Feng Chen Wang collaborated on shearling Ugg jackets.) “Our future holds more categories, and we want to keep the innovation going,” says Frain. Going forward, Ugg plans to keep the excitement around the brand going through its handbag and clothing categories. To counteract becoming another kitschy, fleeting shoe trend, Ugg has also ventured outside of its traditional footwear territory. Ugg’s collaboration with Shayne Oliver Photo: Courtesy of Ugg/Noah Dillon “We wanted to celebrate our icon,” she says. That’s precisely what propelled Frain and her design team to create the new viral mini and platform boots: They wanted to put Ugg back on the fashion map, and remind consumers why they fell in love with the shoes in the first place. “Ten years ago, the boot was not associated with coolness, and it was a shame, because that boot is a piece of design heritage,” says Frain. But like all things in fashion, the appetite for Ugg boots fizzled out-and by the 2010s, they became passé. “ really put the brand on the map from a fashion standpoint,” says Frain. It experienced a new surge in sales in 2000 after Oprah Winfrey featured the classic Ugg boot on her famous favorite-things list, quickly going on to become a celebrity staple worn by stars such as Paris Hilton, Beyoncé, and Kate Moss-all of whom styled it with their best Juicy Couture sweats or low-rise jeans. “Anytime you see somebody in the streets wearing your product, it’s a really good feeling,” she says.Īfter being purchased by Deckers Brands in 1995, Ugg continued its incline toward mainstream fame. For Helene Frain, Ugg’s vice president of footwear design, this craze for Ugg boots has been totally exciting to watch unfold. Good luck finding your size in the classic black or chestnut colorways, even today-they’re still all but impossible to get your hands on. Suddenly, the Ugg mini platform became fashion’s hottest new shoe, going for as much as double the $150 retail price on resale sites such as StockX. Fellow street style stars like Emily Ratajkowski and Gigi Hadid soon started wearing them too. Hadid’s look quickly went viral on TikTok, while Lyst reports that the style promptly sold out and had a 152% increase in searches. The “no pants” look is a discussion for another day-but when Hadid wore the chunky Ugg boots (which were released last year), it ignited a whole new fashion movement. Hadid forwent pants in favor of white men’s underwear, before styling them with a pair of classic mini platform Ugg boots: a reworked version of Ugg’s classic boot featuring a new, hefty two-inch outsole. Rather than her sleek leather racing jacket, it was her outfit’s bottom half that made a real statement. In September last year, Bella Hadid was spotted in the streets of New York City wearing a bold outfit that instantly had the internet talking. However, we may earn affiliate revenue on this article and commission when you buy something. All products featured on Vogue are independently selected by our editors.
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