Central Cee and Sarah Jessica Parker star in UGG’s new campaign

UGG unveils ‘Iconic From the First Step’ with Central Cee, Sarah Jessica Parker and a stellar line-up redefining style.

The Californian brand celebrates its legacy with a concept that blends fashion, music and pop culture. In the new campaign ‘Iconic From the First Step’, Central Cee brings an urban pulse, while Sarah Jessica Parker embodies the most iconic and elegant side.

But they are not alone: the line-up features Jeremy Scott, Stefon Diggs, Elsa Hosk, Alton Mason and Rina Sawayama – a true tribute to the diversity of talents that have accompanied UGG since its beginnings in 1978.

“Every time someone wears UGG, they contribute to this legacy. It’s a collective effort and therefore a collective celebration,” explains Anne Spangenberg, the brand’s president.

The Fall/Winter 2025 collection revisits legendary silhouettes such as the Classic Ultra Mini, Tasman, Classic Micro, Elea Slip-On and Fluff Momma – pieces that have cemented UGG as a cultural symbol beyond footwear.