Central Cee reps West London in UGG’s star-studded campaign
The rapper joins Rina Sawayama, Sarah Jessica Parker, and more on a global journey wearing their best sheepskin.
UGG has pulled on its Twin Seam boots and stepped into Autumn/Winter 2025 with West London’s own Central Cee. Fresh from headlining Boardmasters this summer, the rapper joins an eclectic cast, including Rina Sawayama, Sarah Jessica Parker.
The sheepskin-stuffed global campaign, Iconic From the First Step, puts creative community at the forefront. UGG signatures take on a new life with every wearer, reflecting the personality and style of whoever steps into them.
“Since 1978, we’ve been helping our community feel comfortable expressing themselves inside and out—and we haven’t done it alone,” said Anne Spangenberg, President of UGG. Iconic From the First Step, then, isn’t just a slogan. It’s a reminder that every step in an UGG boot is part of a global legacy.
The star-studded campaign kicked off with a film directed by Gia Coppola and styled by Jorden Bickham. Unfolding like postcards charting UGG’s evolution from Venice Beach to the runways of Paris. An ode to their many high-fashion collaborations.
In Paris, the versatility of UGG’s signature silhouettes and their enduring craftsmanship take centre stage. Rina Sawayama and Sarah Jessica Parker, prove that UGG play just as well on the red carpet as they do the beach.
The campaign also features NFL star Stefon Diggs and model Alton Mason wrapped in sheepskin, alongside designer Jeremy Scott at work in his atelier, highlighting UGG’s cross-cultural appeal. From city streets to the runway, the campaign celebrates how UGG adapts to every personality.
The finale? A sheepskin-lined club night where Central Cee is front and centre. Joining South-Korean rapper Lil Cherry and model Aweng Chuol in a raucous celebration that might just make UGG the next go-to club shoe.