Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • How is UGGs making a comeback with collabs?
  • How is UGGs making a comeback with collabs?
    @UGG | Twitter (2020) ©

UGGs: the art of the luxury partnership

With a series of high-fashion partnerships, UGGs exemplifies the pandemic-era pivot. As people settle deep into comfort wear in lockdown, UGGs is getting a reboot with an approach that shows how a brand can shift from everyday essential to cult item with a few considered collaborations.

Location Global

From André Leon Tally saying that UGGs are ‘comfort food’ for his feet and Stormzy going to a BBC interview in UGG slippers, UGGs are a noughties cult brand making a comeback in the cultural space. [1][2][3] Though the design hasn’t changed, the sheepskin boot has undergone a makeover, ditching connotations with Juicy tracksuits and partnering with high-fashion queen Molly Goddard.





  • Article image Salomon Advanced: future-proof footwear

    From athleisure to streetwear, fashion is undergoing a shift toward the casual – and future-proof activewear has hit luxury shelves. As people grapple with climate change and a global pandemic, Salomon’s hyper-functional Advance shoe range is giving them the high-performance protection they crave.

  • TikTok’s fashion month promotes relatable luxury TikTok’s fashion month promotes relatable luxury

    Social media platforms have become the home of consumer-led fashion week events with TikTok hosting its own month-long program. Once exclusively for industry insiders, fashion weeks have become more consumer-inclusive, giving young shoppers greater access to high-end brands.

  • Article image How has lockdown shaped the future of workwear?

    As COVID-19 has forced people to spend more time at home, one of the parts of daily life impacted has been office style. How might Zoom meetings and remote working reshape workwear in the long term? And what role can fashion play in creating a sense of normality post-lockdown?

  • Article image Can cultural clout keep luxury shoppers loyal?

    For luxury fashion brands that have long relied on their prestige and exclusivity to court new customers, change is afoot. As they face up to a pandemic-induced recession and young shoppers who are digitally-savvy and socially conscious, how are they adapting to earn and maintain loyalty?