UGG's SS22 Campaign is giving Cher

January 07, 2022

Entering a new year has us all meditating on our relationship with the world. Maneuvering through a global pandemic consumed by uncertainty and muddied outlooks, our connections and intentions have never been so valuable. UGG has set the tone with a campaign hinged on 'Feel,' a series promoting inspiration and light through the voices of cultural beacons and icons.

The first face of this powerful campaign is the insurmountably talented Cher, the multi-hyphenate who has molded generations and industries with her brimming energy. Set at her home in Malibu, the Southern California-based brand captured the renowned figure with heritage styles speaking to UGG's core. Visualized moments of remembrance and scenes with her cat Mala discussing the beginnings of her interest in film are brought to life in the campaign video.

Text by Michael Hall
Photos by Neil Favila
Video by Kauai Moliterno and Michael Barth

Through art, humanitarianism, or simple acts of conversation, Cher's offerings have contributed to her mounting success, undeniably making her a cultural powerhouse. Adorned in UGG staples and stylized outfits, the 'Feel' campaign hones in on the intimacies of life.

Cher is no stranger to fame, yet she is surprised that her likeness is attached to memes and internet frenzies. Staying true to herself while maintaining a household name, iterations of Cher's recognizability continues to prevail, influencing new generations. In the campaign video, the multi-talent speaks to her naturalist tendencies and how she has come into herself through art. While Cher's life has been a public touchstone for over 50 years, moments like these provide newfound insight into her mind and outlook. This partnership with UGG marries Cher's authenticity and the renowned brands' timeless design.

How you ‘Feel’ is the most authentic part of you as a human being.

Shop the campaign which features the Classic Mini boot and Coquette Slipper at UGG.com and watch the campaign video starring Cher below.

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