UGG Born To Feel: When Comfort Becomes An Attitude

PinkPantheress, Rowan Blanchard, Emily Ratajkowski, Adwoa Aboah, Tyson Beckford and Julez Smith in a new UGG campaign that celebrates confidence, individuality and style without rules

What happens when comfort turns into confidence? UGG brings the new season through Born to Feel, a campaign that explores the moment when we feel good enough in our own skin to be completely ourselves. Because for UGG, comfort has never been just a matter of feeling, it is the starting point for the way we move, express ourselves and connect with others.

The focus of the campaign is on faces representing different generations, aesthetics and ways of expression. PinkPantheress and Rowan Blanchard bring the energy of a new generation through play, creativity and authenticity, while Emily Ratajkowski and Adwoa Aboah explore confidence and connection through fashion and everyday moments.

A special encounter is brought by Tyson Beckford and Julez Smith, two generations of models who share the same fashion language, but speak it in completely different ways. Beckford, one of the icons of men’s fashion in the nineties, and Smith, the new face of the fashion scene, meet in the campaign as a symbol of the transfer of experience, influence and energy from one generation to another. Their encounter simultaneously speaks of how style is inherited, changed and redefined.

Born to Feel thus becomes a story about different forms of self-confidence, from one that comes with experience to one that is just finding its voice. Through six different faces, UGG reminds us that authenticity does not have one form and that the best style is the one in which we feel like ourselves.

The Fall 2026 collection follows the same idea.

Recognizable UGG silhouettes get a more contemporary fashion character through new proportions, richer materials and more pronounced details. The Bucked Boot brings a new interpretation of the classic UGG boot, with a relaxed silhouette, platform and hand-finished details, while the Birch Boot II returns from the archives as a model that combines outdoor aesthetics and urban style.

There are also the Zora Ballet Flat and the new Quill Ballet Flat , which introduce the UGG aesthetic into a more elegant, feminine category, as well as the Classic Micro Calf Hair and Enwrap Clog , models that transform the familiar UGG feel into contemporary fashion silhouettes.

For UGG, Born to Feel is not just a new campaign, but a continuation of the idea that has accompanied the brand since its inception: feeling comes first, and style follows naturally from it. This season, that philosophy gets new energy, more character, more individuality and, above all, more space to be who we are.