Taking the UGH out of UGG

Much like the a one-hit wonder, UGGs are really only known for one thing: mid-calf, fur lined boot-slippers. Any girl who went to middle school in the 2000’s had a pair and wore them everywhere. Like, everywhere. We wore them to Target with our mom, out to Chili’s, to our family Christmas parties, any time we could convince our parents that it was cold enough that we didn’t have any other shoes that would effectively warm our feet. Then we got to our junior year of high school and UGGs weren’t that cool anymore. We still had them in the back of our closets because, you know, they’re comfortable and our parents paid like $200 for them.

Then we go off to college and take our trusty UGGs with us. Now we get to wear them to class every single day in the winter since weekday fashion in college isn’t a thing and you’re just lucky if you show up for class with a bra on. But let’s be real for a second. UGGs are not cute. They’re comfortable and ugly and the everyday female millennial just made them so commonplace we all just got used to looking at them.

I think deep down the marketing team for UGG knew that they were really only good for one thing. They needed a facelift, to appeal to a wider audience, and frankly to figure out where they’re going to fit in to their past customers current lives. You can’t wear classic UGGs to the office, because I have tried. They're ready to break past their own stereotype and are enlisting big names to prepare for there biggest rebrand in decades. Collaborating with celebs like Rosie Huntington-Whiteley and Rachel Zoe gives their brand a new, fashionable face and reignites the relevance while taking them to a new level.

The brand said it would announce campaign details in due course and Huntington-Whiteley will be featured wearing the brand’s Classic II boot, which will launch in August.

“Although we don’t shoot until later this month, the Classic II campaign will mark the biggest re-launch the brand has ever seen in its 37-year history,” Alice Hampton, senior director global of public relations, told WWD.

Here's a look at a few of my favorite new UGG products.