NEW YORK--(BUSINESS WIRE)--Fifth paragraph, first sentence should read: “I’ve always appreciated classic items of clothing, and always been drawn to things that have a perennial appeal, and I would say the UGG Classic boot possesses that quality. (Instead of “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.)
The corrected release reads:
UGG PARTNERS WITH GLOBAL FASHION MUSE ALEXA CHUNG TO ART DIRECT THE LAUNCH OF THE NEW CLASSIC
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 partnership.
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 perennial 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 brand.”
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 way.”
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 www.ugg.com/uk @UGGinEurope
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 www.deckers.com.