Alexa Chung Joins UGG as Art Director

Are UGG boots about to make a comeback?

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Words by Nicole Thomsen
October 7th, 2016

In the run up to the launch of her eponymous fashion line (expected in March 2017), Alexa Chung, the transcendent fashion maven, has added another role to her ever expanding list of jobs which includes but is not limited to model, fashion writer, TV presenter and all round cool girl.

It was announced today that Alexa has joined UGG as art director. This new role involved Alexa overseeing the Californian brand’s latest campaign which features Alexa’s friends donning the classic that is the UGG boot in a series of beautiful portraits. Each of them women photographed come from the creative industry and showcase a modern and inevitably cool way of styling the sheepskin shoes.

alexa-chung-ugg-maven46-6photo: Business Wire
Coco Baudelle, model
alexa-chung-ugg-maven46-1photo: Business Wire
Anna Z Grey, editor and model
alexa-chung-ugg-maven46-5photo: Business Wire
Brianna Lance, designer

Despite their reputation for being unfashionable (apart from their brief period of cult status in the Noughties), Alexa, who is no stranger to the brand, described the boots as being part of her British uniform alongside jeans and a navy blue jumper, and has previously described them as her favourite item of clothing. On being asked what UGG means to her, Alexa said, “Classic, comfort”.

With a second collection for Marks & Spencer due next month and Alexachung expected in the new year, it begs the question, what next?

Are UGG boots about to make a fashionable comeback?