Southern California-based global lifestyle brand UGG® (a division of Deckers Brands [NYSE: DECK]) has always been an emotional brand because of how it makes you feel. The brand opens 2022 with FEEL ___, an ongoing brand series featuring icons, leaders of culture and champions of change who inspire generations, promote individuality, and evoke emotion. Oscar, Grammy and Emmy Award-winning legendary global superstar entertainer and humanitarian Cher stars in the brand’s Spring/Summer 2022 campaign wearing iconic silhouettes from UGG®.
“How you ‘Feel’ is the most authentic part of you as a human being,” said Cher. “I chose to be an artist. But the hard part is succeeding and failing in front of the entire world.”
Captured by Los Angeles-based photographer Neil Favila and directed by Kauai Moliterno and Michael Barth in Cher’s own Malibu home, the world-renowned megastar is seen watching some of her favorite movies in her home theatre with her cat Mala, conversing with her mother over the phone, peacefully meditating and fabulously donning beautiful outfits all the while wearing iconic UGG® styles. Throughout the shoot, Cher boldly shares her thoughts on growing up wanting to act, her passion for planet Earth and her wisdom on being unapologetically herself. “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’,” said Cher during the shoot while majestically sitting in a wicker chair as the camera pans out.
“Being an icon is about having the freedom and courage to explore your own journey and individuality,” said Lindsey Dicola Dashoff, Senior Director, Brand Communications & Public Relations. “Cher is globally renowned for the bold and unapologetic way she lives her life, something UGG has always related to.”
The brand’s newest campaign features Cher in timeless heritage styles like the Classic Mini boot and Coquette slipper; personifying the feeling and emotional connection only UGG® can offer.
A worldwide superstar and household name for more than 50 years, Cher has conquered more challenges than a handful of other talents put together—recording, concerts, film, and Broadway acting, television and directing. Along the way she has been richly rewarded with an Academy Award, a Grammy, an Emmy, three Golden Globes, the Kennedy Center Honor, a Cannes Film Festival Award, and a People’s Choice Award. Aside from the countless accolades Cher has achieved throughout the years, she has also co-founded an international charity called Free The Wild—an organization which endeavors to stop the suffering of wild animals in captivity and ultimately find a way to release them into sanctuaries or better equipped zoos.
‘Feel’ is an inherent part of the UGG® brand’s DNA and what it delivers. From what began in the Autumn/Winter 2020 season with the brand’s partnership with Hammer Museum’s Made in L.A. biennial, FEEL is the unifying theme with a variety of stories that support it. Launched in January 2021, UGG® unveiled its Spring/Summer 2021 FEEL ____ campaign which featured fashion powerhouses like author André Leon Talley, supermodel and activist Iman, legendary impresario artist, activist and fashion muse Susanne Bartsch and NBA legend and all-time leading scorer Kareem Abdul-Jabbar.
