UGG takes its marketing strategy backstage


Classic Luxe boot brand UGG was seen backstage on models at the Marchesa SS16 runway show during New York Fashion Week. While preparing to walk the runway for the high-end womenswear brand founded by Georgina Chapman and Keren Craig, models were seen wearing the UGG Classic Luxe Abree Short, made famous when supermodel Carolyn Murphy announced she was the face of the global campaign in August 2015.

In addition, models kept comfortable behind-the-scenes during hair and makeup wearing the UGG Fluff Flip Flop slipper and the Duffield robe from the ultra-plush loungewear line.

Crafted in Italy using only the most premium materials, the Classic Luxe Collection boasts a sleek, slim-line silhouette and sophisticated fashion-forward feel, while still keeping the legendary comfort synonymous with the brand.


Carolyn Murphy, face of the Classic Luxe campaign, describes her style by saying, “My style definitely leans towards low-maintenance, classic, and comfortable pieces. When it comes to clothes, I work from the bottom up, choosing my shoes first so I know I can make it through the day. They [Classic Luxe] keep me comfortable and looking chic throughout the day.”

Founded in 1978 in California, the UGG brand has built a reputation on luxury and comfort. The brand is recognized as a premium lifestyle brand with more than $1 billion in annual sales, offering 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 are found in 137 locations worldwide.


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