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Ugg Boots Are in the Midst of a Fashion-Forward Revival

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Ugg Boots Are in the Midst of a Fashion-Forward Revival

There were several early signs of a ​modern Ugg-Renaissance. The first pointed to Ugg boots walking at Fashion Week in a Fall 2018 collaboration with the Parisian brand Y/Project. From there, Ugg seeded its comeback as a capital-F Fashion player through more strategic team-ups with Eckhaus Latta in 2019 and Telfar in 2021. Then came one of the most viral Ugg outfits in the brand’s 46-year history: in September 2022, Bella Hadid walked around Manhattan wearing Ugg’s Mini Platform Boots with a leather jacket and men’s briefs.

Hadid’s underwear and Uggs outfit—worn while casually eating a New York slice of pizza without a care in the world—catapulted Ugg boots from a throwback style coasting on the coattails of Y2k nostalgia to a mainstream shoe trend with mass appeal. Following the supermodel’s outing, the $160 mini platform boot became Ugg’s top footwear style for Q3 of 2022. It soon sold out across retailers nationwide, much to the chagrin of any Zillenials who had added them to their holiday wishlists.

I vividly remember walking around Soho that fall and seeing clusters of Hadid’s disciples filming TikTok fit checks on the miniature chunky platform. The sight struck me as especially uncanny because it mirrored a middle-school version of me doing a similar shoot with my tall, chestnut Uggs for a friend’s Facebook album.

Bella Hadid’s Ugg outfit seen around the world.

(Image credit: Getty Images)

Hadid’s now-historic Ugg outfit also marked a shift within the celebrity street-style space with even more tastemakers stepping out in the shoe. Earlier this year, Dua Lipa wore Ugg slippers with a Birkin Bag, while Sophie Turner accessorized her platform Tazz pair with boyfriend Peregrine Pearson. Just last week, Jennifer Lopez wore platform Uggs with purposely dirty Acne Studios baggy jeans and an $8,000 Bottega Veneta suede bag.

Dua Lipa wearing an all-black outfit with an oversized scarf, an Hermes Birkin bag and UGG slippers

Dua Lipa in Ugg slippers from a collab with English skate and streetwear brand, Palace, and a $12,000 Hermès Birkin 35 bag.

(Image credit: Getty Images)

And Ugg’s momentum is still very much ongoing. According to parent company Deckers, Ugg’s net sales increased 16 percent to a record $1.560 billion in Q3 2024. Their foothold in Fashion Week also remains strong: over email, Ugg president Anne Spangenberg says Ugg boots were “included in the renowned Spring 2025 fashion shows from Elena Velez, Yueqi Qi, and Tokyo James and spotted on the likes of actress Chloë Sevigny, models Alex Consani and Precious Lee, and rapper Doechii” throughout Fashion Month.

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