What is happening with everyone wearing Ugg boots all of a sudden?
When I started seeing celebrities wearing Ugg boots in the final months of 2020, my gut reaction was ‘sponcon’. As a ’90s kid who grew up in Australia – with repressed memories of wearing pink Uggs, denim cuts and Playboy earrings for weekends in suburban stores – thought anyone , said nothing of a millionaire model like Irina Shayk, reportedly to choose wearing Uggs seemed impossible to me.
But now the evidence is overwhelming: The current roster of models who love Ugg is just too big to be a coincidence – Kendall Jenner, Kaia Gerber, Joan Smalls and Emily Ratajkowski have all been spotted in shrunken styles. You can’t argue with data: Ugg boots are officially back in fashion.
It doesn’t take a sartorial genius to figure out why. We’ve been in a state of perpetual lockdown for months, the whims of fashion have largely given way to the joys of comfort, especially on the front of the shoe. When you’re on Zoom, no one can see your unappealing shoe choice, so why not make it comfortable? I’m more obligated, I guess, by the intentional spreading out of his Ugg boots.
Models are largely self-aware when photographed, coordinating with paparazzi to present outfits that have been professionally styled – it’s part of the machinery to uphold their image as designers of taste, and generally quite a different beast from the unbridled madness of the tabloid. journalism seen in Britney Spears’ recent documentary. What are the models trying to do say by showing their love for Ugg boots – awkward âhouse slippersâ that were, in some cases (like Emily Ratajkowski) topped in an otherwise ambitious outfit (leather blazer, hoop earrings).
It’s probably a ripple effect of the current sweep of Noughties nostalgia that goes beyond fashion – exposed G-strings, velor tracksuits, slogan hats … Uggs were the unofficial A’s uniform. -listers in the years 2001-2004 worn by everyone from Sarah Jessica Parker to J.Lo, Britney Spears and Paris Hilton. In analyzing these images, I tried to make sense of their appeal at the time – convinced, as I still am, that fashion trends are largely signifiers of changes in the way we understand fashion. pop culture.
And yet, I had a hard time finding one – what makes Uggs stand out is that they are quite mundane. Since their inception in the 1970s, they have continued to find an audience, regularly cycling in and out of fashion, never really straying away. Ugg as a company has undoubtedly tried to relaunch itself for the new generation – last year they unveiled collaborations with cult next-gen brands Telfar, Molly Goddard and Eckhaus Latta – and maybe this A-list’s renewed obsession is, as I initially thought, simply the result of a well-designed public relations strategy.
Whatever the reason, there is no denying the ripple effect that Gerber, Jenner, Ratajkowski et al. will have. Maybe letting us all come back to ‘real life’ with a taste of #WFH was a touch of genius on their part – even though I for one can’t see myself leaving the house by. two so soon.
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