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Salad Days Magazine | July 14, 2024

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Salad Days

Santa Barbara, CA (Jan. 2022) – Southern California-based global lifestyle brand UGG® (a division of
Deckers Brands [NYSE: DECK]) has always been an emotional brand because of how it makes you feel.

The brand opens 2022 with Feel, an ongoing brand series featuring icons, leaders of culture and champions of change who inspire generations, promote individuality, and evoke emotion. Oscar, Grammy and Emmy Award-winning legendary global superstar entertainer and humanitarian Cher stars in the brand’s Spring/Summer 2022 campaign wearing iconic silhouettes from UGG®.


“Being an icon is about having the freedom and courage to explore your own journey and individuality,” said Lindsey Dicola Dashoff, Senior Director, Brand Communications & Public Relations. “Cher is globally renowned for the bold and unapologetic way she lives her life, something UGG has always related to.” “Feeling empowered is so important for everyone and celebrating feeling good with UGG has been a wonderful journey for me,” said Cher. “Life is all about feelings and I think the campaign captures that sentiment.” Captured by Los Angeles-based photographer Neil Favila and directed by Kauai Moliterno and Michael Barth in Cher’s own Malibu home, the world-renowned megastar is seen watching some of her favorite movies in her home theatre with her cat Mala, conversating with her mother over the phone, peacefully meditating and fabulously donning beautiful outfits all the while wearing iconic UGG® styles. Throughout the shoot, Cher boldly shares her thoughts on growing up wanting to act, her passion for planet Earth and her wisdom on being unapologetically herself. “I’ve spent a lifetime of people either hating me or loving me; and I mean, you want to be loved, but finally it’s like “f*ck it” said Cher during the shoot while majestically sitting in a wicker chair as the camera pans out. The brand’s newest campaign features Cher in timeless heritage styles like the Classic Mini boot and Coquette slipper; personifying the feeling and emotional connection only UGG® can offer.


Feel is an inherent part of the UGG® brand’s DNA and what it delivers. From what began in the Autumn/Winter 2020 season with the brand’s partnership with Hammer Museum’s Made in L.A. biennial, Feel is the unifying theme with a variety of stories that support it. Launched in January 2021, UGG® unveiled its Spring/Summer 2021 Feel campaign which featured fashion powerhouses like author André Leon Talley, supermodel and activist Iman, legendary impresario artist, activist and fashion muse Susanne Bartsch and NBA legend and all-time leading scorer Kareem Abdul-Jabbar.


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