The UGG Revival
Images via Vogue, Vogue Runway, and Pinterest.
It's official: Uggs are back (though they never really left).
In case you haven't noticed, we’re currently in the midst of an Ugg renaissance. From college campuses to runways, it seems everyone is on board. Whether you love them or hate them, there’s no denying they're a timeless fall/winter staple.
The California brand initially intended for their footwear to be worn by surfers walking back from the beach during the chillier months. Since its beginning in 1995, the brand has evolved to be beloved by people of all ages (including celebrities). Although the ways in which they’ve been styled has changed dramatically, the shoes themselves have stayed pretty true to their original designs.
Jimmy Choo x UGG October 11, 2010 via Glamour
UGG FW 2024 Campaign
Beyond just marketing themselves as a comfy shoe, the brand has also established itself as high-fashion adjacent through collaborations with various well-respected designers. Recently, Uggs were seen at London-based designer Talia Byre’s show at London Fashion Week. Anne Sophie Madsen’s 2026 collection, which just debuted at Copenhagen Fashion Week, was also full of looks that included several variations of Uggs. Although this wouldn’t be the first time the iconic shoe made a runway appearance, it does help Ugg confirm its place as one of this year’s staples.
Talia Byre SS26
Anne Sophie Madsen Copenhagen Fall 2026
In a time of uncertainty and unrest, it makes perfect sense that people are looking towards the comfort, stability, and familiarity that Uggs have come to encapsulate. As for the brand itself, Ugg seems to be embracing its traditional products, which have stood the test of time, while still looking towards the future with new and innovative styles, pop-ups, and collaborations.
Sources:
https://www.vogue.co.uk/article/how-to-style-ugg-boots
https://www.elle.com/uk/fashion/what-to-wear/a69924640/how-to-style-ugg-boots-in-2026/
https://www.harpersbazaar.com/fashion/trends/a70186057/copenhagen-fashion-week-ugg-trend/
https://www.dazeddigital.com/fashion/article/69482/1/inside-uggs-paris-fashion-week-pop-up