The Australian-born Deckers brand unveiled the “I Got You Babe” singer as the latest icon to star in its ongoing Feel ___ series Tuesday. Ugg said the reaction so far has been “wildly positive and exciting.” According to The Sole Supplier, Google searches for “Ugg boots” jumped 1,280 percent in the hours after Ugg made the announcement.
“Being an icon is about having the freedom and courage to explore your own journey and individuality,” Lindsey Dicola Dashoff, senior director, brand communications and public relations, said in a statement. “Cher is globally renowned for the bold and unapologetic way she lives her life, something Ugg has always related to.”
Ugg’s Cher campaign consists of a series of short videos that altogether last less than three minutes. The vignettes see the “Believe” singer watch movies in her home theater, talk with her mother on the phone and peacefully meditate—all while wearing Ugg’s Classic Mini boot or Coquette slipper.
“I’ve spent a lifetime of people either hating me or loving me; and I mean, you want to be loved, but finally it’s like ‘f*ck it,’” Cher says at one point.
Originally launched in fall 2020, Ugg’s Feel ___ campaign has previously starred former Vogue creative director André Leon Talley, NBA legend Kareem Abdul-Jabbar and designer Feng Chen Wang. Though past participants, such as Wang, have also collaborated on Ugg releases, the brand said Cher will simply act as the face of its Spring/Summer 2022 Feel ___ campaign.
After temporarily losing its status as Deckers’ top-selling division this spring to its surging sister brand Hoka One One, Ugg regained its position in the quarter ended Sept. 30. During the three-month period, it recorded $448.4 million in sales, an 8 percent increase compared to the prior year.