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Cher slips into UGG. And now everyone wants them (+ 1280%)

Investing in new and young personalities, from influencers to emerging actors, is one of the most popular strategies for brands. However, the great timeless icons put everyone in agreement: the latest fashion campaign for boots is an example UGG, whose face is none other than the legendary Cher.

The brand has in fact inaugurated 2022 with Feel ___, a series designed precisely to put the spotlight on personalities from culture and entertainment that inspire each generation, promoting change,expression of one’s individuality and the importance of being able to evoke emotions. In her Malibu villa, Cher has perfectly embodied the spirit of the UGG series, immortalized by photographer Neil Favila and told in a mini film by directors Kauai Moliterno and Michael Barth.

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In this last, Cher is filmed watching some of her favorite films in his cinema room, in the company of the cat Mala and conversing with her mother on the phone. All this, wearing splendid dresses with colorful patterns, combined with comfortable UGG boots. During the shoot, Cher courageously shared her thoughts on growing up with the desire to act and the wisdom of always being herself, for better or for worse: “I’ve had a life where people hated me or loved me. I mean, you want to be loved, but in the end it’s like… f ***** o ‘.

And the impact of such honest self-expression is evident: since the launch of the UGG campaign last week, the footwear company has already registered an impressive 1280% increase in demand for its boots more famous. And, although Cher is the first and boldest name in the campaign Feel ___, in recent months the artist has not been the only icon to represent the brand: preceding it in the last year, the fashion journalist André Leon Talley, the model Iman and the NBA legend Kareem Abdul-Jabbar. “Being an icon means having the freedom and courage to explore your own journey and individuality,” said Lindsey Dicola Dashoff, senior communications director at UGG. Reminding us that the audacity and the ability to inspire something new, has nothing to do with age.

Other stories of Vanity Fair that may interest you:

– Cher will never be seen in public with gray hair

– Diesel, a record campaign

– Serena Williams, the first fashion campaign with her daughter Olympia

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