{"id":368668,"date":"2025-08-21T21:33:06","date_gmt":"2025-08-21T19:33:06","guid":{"rendered":"https:\/\/germany.10magazine.com\/?p=368668"},"modified":"2025-08-21T21:33:06","modified_gmt":"2025-08-21T19:33:06","slug":"defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign","status":"publish","type":"post","link":"https:\/\/germany.10magazine.com\/de\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/","title":{"rendered":"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign"},"content":{"rendered":"
\n\t
\n\t\t
\n\t\t\t

UGG has cemented itself as a must-have in everyone\u2019s wardrobe. Worn in airports and on runways, on sidewalks and red carpets, UGG shoes have quietly woven themselves into the fabric of pop culture. Their instantly recognisable silhouette has made them a true modern icon \u2014 reimagined with each new generation.\u00a0<\/span><\/p>\n

It\u2019s this cult-status appeal that sets the stage for the brand\u2019s AW25 campaign, <\/span>Iconic From the First Step<\/span><\/i>, celebrating self-expression and legacy. Directed by Gia Coppola and styled by Jorden Bickham, the campaign embraces the theme <\/span>Iconic Design, Crafted Together<\/span><\/i>, featuring a handpicked cast of trailblazers, creatives, and culture-shapers \u2014 including Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, UGG founder Brian Smith, <\/span>and more \u2014 each chosen for their enduring influence and unmistakable style, wearing the brand unapologetically as part of their identity.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t\n\t\t
\n\t\t\t
\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n
<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

Image credit: Jeremy Scott and Alton Mason for UGG AW25<\/em><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

We sat<\/span> down with Jeremy Scott, one of the most influential forces in fashion today. <\/span>Few have disrupted the history of fashion quite like Scott, whose decades-long career has been defined by fearless creativity and pop-infused provocation. In our conversation, he reflects on what it means to be iconic today, how collaboration drives creativity and why challenging conventions can be a radical act.<\/span><\/p>\n

GP: Let\u2019s start with the concept behind the UGG campaign \u2014 \u201ciconic design, crafted together\u201d. What does this campaign idea mean to you personally, and how did it guide your approach to the UGG AW25 campaign?<\/b>
\n<\/b><\/p>\n

JS: I <\/span>feel<\/span><\/i> like UGG. UGG is iconic. To me, it\u2019s as iconic as Mickey Mouse, a stop sign or any other universal emblem. What I love about this campaign is the focus on togetherness, because it brings out all the different facets and personalities that make up the UGG family. That\u2019s what keeps it so interesting and dynamic, especially in this particular campaign, where you have such a mix of people \u2014 actors, singers, rappers, football players. It\u2019s that combination that really embodies the idea: we\u2019re stronger together, and together we\u2019re even more iconic.<\/span><\/p>\n

GP: As one of the most influential creative directors of our time, how would you define what it means to be iconic in 2025?<\/b><\/p>\n

JS: Instantly recognisable without needing to define. You just know. Whether it\u2019s a visual, like the UGG boot, which is such an icon on its own, or something about someone\u2019s look, or even a catchphrase like <\/span>\u201cthat\u2019s hot\u201d<\/span><\/i> \u2014 we all immediately know who that is. That\u2019s the essence of being iconic: you don\u2019t have to define it or explain it; it simply speaks for itself.<\/span><\/p>\n

GP: Has your idea of what it means to be \u2018iconic\u2019 evolved since you first began your journey in fashion?<\/b>
\n<\/b>JS: No, I don’t think so. I think I’ve always been attracted to icons, whether they’re people like Madonna or emblems that we covet. I love them because they communicate without words and for me, as a communicator, that\u2019s incredibly powerful. Being able to touch people’s lives or express something through my work, without having to explain the idea or the scenario behind, is what makes it so meaningful. That\u2019s what I love about using iconic elements: the message is already conveyed visually. So whether you\u2019re in Berlin, Timbuktu, Los Angeles or Paris, you instantly understand the meaning.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t\n\t\t
\n\t\t\t
\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n
<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

Image credit: Central Cee for UGG AW25<\/em><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

GP: The campaign also really emphasises collaboration \u2014 that idea that no icon is ever created alone. Who are some of the people who\u2019ve been essential to shaping your own creative legacy?<\/b><\/p>\n

JS: Well, my best friend, Pablo \u2014 he\u2019s someone I always bounce ideas off, especially when I\u2019m creating. Often, my concepts first take shape as a kind of verbal articulation, and he\u2019s part of that process. Then there are people like Gigi Hadid, who actually started her career with me; she\u2019s been part of so many of my shows and campaigns over the years. She has this incredible ability to convey and create characters that I imagine, again and again, in so many different ways. That kind of collaborator, that kind of muse, really helps carry the work forward at different moments. And then there are Inez van Lamsweerde and Vinoodh Matadin, who shot me for my book cover and have taken many portraits of me over the years, including for a campaign I fronted for my own fragrance. Their portraits are truly iconic \u2014 they have an unmatched ability to capture a person\u2019s essence.<\/span><\/p>\n

GP: You launched your own limited edition UGG capsule collection in 2017. Has anything shifted in how you approach the brand or its design language today?<\/b><\/p>\n

JS: I would say UGG has become much more of a fashion and youth culture darling since that time, which makes me really happy. I wouldn\u2019t say that my perspective on my design has changed \u2014 I think it’s more full speed ahead, just feeling even more confirmed that I was right the whole time.<\/span><\/p>\n

GP: You\u2019re part of a cast that includes Sarah Jessica Parker, Central Cee, Rina Sawayama and many other stars. What does it mean to you to be part of this intergenerational, global celebration of style?<\/b><\/p>\n

<\/b>JS: It\u2019s so great. These are people I know, admire, or whose work I really love. Someone like Sarah Jessica Parker has been part of our collective consciousness for so many years. She literally created an iconic character with Carrie Bradshaw. So yes, I\u2019m just really happy to be here!<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t\n\t\t
\n\t\t\t
\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n
<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

Image credit: Lil Cherry for UGG AW25<\/em><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

GP: You\u2019ve long been known as fashion\u2019s provocateur. Do you feel today\u2019s fashion landscape leaves more room for designers to take risks, or has the industry become more cautious and controlled?<\/b><\/p>\n

JS: It\u2019s super controlled and super f*cking boring! I\u2019m not sure if it\u2019s about the amounts of money companies keep trying to circulate and generate, but that could be putting the crux on things, making people take fewer risks and have less fun. To me, fashion should always be about joy, and part of that is about taking risks, being playful and being unexpected. You have to play to create and bring something new. Fashion, for me, has always been about moving forward. When it seems like a very boring or stale kind of output, it\u2019s rather sad. I want to see all kinds of vibes in fashion, not just my own.<\/span><\/p>\n

GP: Where do you see your role in this shift?<\/b><\/p>\n

<\/b>JS: I guess I have to come back like a wrecking ball and just smash everything. Somebody\u2019s gotta do it.<\/span><\/p>\n

GP: In a world that\u2019s often obsessed with minimalism and quiet luxury, you\u2019ve always stayed true to maximalism with your bold, quirky and exciting style. What\u2019s kept you loyal to this boldness throughout the years?<\/b><\/p>\n

JS: It’s just genuine for me. It’s not a put-on, it’s not an act. It’s my purest form of expression.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t\n\t\t
\n\t\t\t
\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n
<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

Image credit: Elsa Hosk for UGG AW25<\/em><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

<\/span><\/div>\n\t
\n\t\t
\n\t\t\t

GP: This idea of authenticity also extends to how you view fashion as a form of expression beyond just style.<\/b><\/p>\n

<\/b>JS: Yes, it’s part of pop culture, absolutely. You can\u2019t really divorce fashion from that. When you strip it down to the point of neutering it, it\u2019s no longer fashion, it\u2019s just clothes.<\/span><\/p>\n

GP: Is there a piece from this campaign that stands out as a personal favourite?<\/b><\/p>\n

JS: I\u2019d say my favourite piece has to be the boots I\u2019m doing. How could it not be?\u00a0<\/span><\/p>\n

GP: And finally \u2014 when you wear UGG, where are you going, or where do you want to be?<\/b><\/p>\n

JS: First of all, where don\u2019t I go in my UGG boots? I wear them all the time! I travel a lot, so I\u2019m often at the airport. Honestly, I wear them everywhere. Especially in LA, they\u2019re the perfect shoes for me. I love the proportions, I love the way they look, I love them with shorts, I love them with pants\u2026. I love them, I love them, I love them!<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Es ist Sonntagmorgen in der deutschen Hauptstadt. Das Sonnenlicht f\u00e4llt auf den wei\u00dfen K\u00fcchentisch in meinem Berliner Studio \u2013 ein seltener Moment der W\u00e4rme im sonst eisigen Berliner Winter. Ich bereite mich darauf vor, mit der \u00f6sterreichischen S\u00e4ngerin und guten Freundin Sofie Royer zu sprechen.<\/p>\n

Wenige Minuten vor unserem geplanten Anruf schreibt sie mir eine Nachricht und entschuldigt sich, dass sie zehn Minuten zu sp\u00e4t dran ist. Ich antworte mit: \u201eDas geht sich aus\u201c \u2013 ein kleiner Moment \u00f6sterreichischer Verbundenheit zwischen uns. Der Song Young-Girl Illusion aus ihrem aktuellen Album Young-Girl Forever l\u00e4uft im Hintergrund und macht das Studio noch gem\u00fctlicher, als sie sich schlie\u00dflich meldet.<\/p>","protected":false},"author":1436,"featured_media":413094,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscp_schedule_draft_date":"","_wpscp_schedule_republish_date":"","_wpscppro_advance_schedule":false,"_wpscppro_advance_schedule_date":"","_wpscppro_dont_share_socialmedia":null,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"default","_twitter_share_type":"default","_linkedin_share_type":"default","_pinterest_share_type":"default","_linkedin_share_type_page":"","_instagram_share_type":"default","_medium_share_type":"default","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[876],"tags":[787,1106,1105,1107,1104],"season":[],"class_list":["post-368668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","tag-campaign","tag-footwear","tag-jeremy-scott","tag-shoes","tag-ugg"],"acf":[],"yoast_head":"\nDefining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign - 10 Magazine Germany<\/title>\n<meta name=\"description\" content=\"UGG shoes have quietly woven themselves into the fabric of pop culture. Their instantly recognisable silhouette has made them a true modern icon \u2014 reimagined with each new generation. It\u2019s this cult-status appeal that sets the stage for the brand\u2019s AW25 campaign, Iconic From the First Step, celebrating self-expression and legacy. Directed by Gia Coppola and styled by Jorden Bickham, the campaign embraces the theme Iconic Design, Crafted Together, featuring a handpicked cast of trailblazers, creatives, and culture-shapers \u2014 including Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, UGG founder Brian Smith, and more \u2014 each chosen for their enduring influence and unmistakable style, wearing the brand unapologetically as part of their identity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/germany.10magazine.com\/de\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign\" \/>\n<meta property=\"og:description\" content=\"UGG shoes have quietly woven themselves into the fabric of pop culture. Their instantly recognisable silhouette has made them a true modern icon \u2014 reimagined with each new generation. It\u2019s this cult-status appeal that sets the stage for the brand\u2019s AW25 campaign, Iconic From the First Step, celebrating self-expression and legacy. Directed by Gia Coppola and styled by Jorden Bickham, the campaign embraces the theme Iconic Design, Crafted Together, featuring a handpicked cast of trailblazers, creatives, and culture-shapers \u2014 including Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, UGG founder Brian Smith, and more \u2014 each chosen for their enduring influence and unmistakable style, wearing the brand unapologetically as part of their identity.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/germany.10magazine.com\/de\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"10 Magazine Germany\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-21T19:33:06+00:00\" \/>\n<meta name=\"author\" content=\"Giulio Polverigiani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Giulio Polverigiani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"7\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/\"},\"author\":{\"name\":\"Giulio Polverigiani\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/84f5cdcb00f1e11c761a64674ab39635\"},\"headline\":\"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign\",\"datePublished\":\"2025-08-21T19:33:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/\"},\"wordCount\":1519,\"image\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg\",\"keywords\":[\"campaign\",\"Footwear\",\"Jeremy Scott\",\"Shoes\",\"UGG\"],\"articleSection\":[\"Fashion\"],\"inLanguage\":\"de\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/\",\"url\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/\",\"name\":\"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign - 10 Magazine Germany\",\"isPartOf\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg\",\"datePublished\":\"2025-08-21T19:33:06+00:00\",\"author\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/84f5cdcb00f1e11c761a64674ab39635\"},\"description\":\"UGG shoes have quietly woven themselves into the fabric of pop culture. Their instantly recognisable silhouette has made them a true modern icon \u2014 reimagined with each new generation. It\u2019s this cult-status appeal that sets the stage for the brand\u2019s AW25 campaign, Iconic From the First Step, celebrating self-expression and legacy. Directed by Gia Coppola and styled by Jorden Bickham, the campaign embraces the theme Iconic Design, Crafted Together, featuring a handpicked cast of trailblazers, creatives, and culture-shapers \u2014 including Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, UGG founder Brian Smith, and more \u2014 each chosen for their enduring influence and unmistakable style, wearing the brand unapologetically as part of their identity.\",\"breadcrumb\":{\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#breadcrumb\"},\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage\",\"url\":\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg\",\"contentUrl\":\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/germany.10magazine.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/#website\",\"url\":\"https:\/\/germany.10magazine.com\/en_gb\/\",\"name\":\"10 Magazine Germany\",\"description\":\"10 Magazine is built on the belief that fashion should be shot beautifully and supplemented with exclusive interviews, groundbreaking editorial features and powerful, opinionated journalism.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/germany.10magazine.com\/en_gb\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"de\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/84f5cdcb00f1e11c761a64674ab39635\",\"name\":\"Giulio Polverigiani\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e57db4b033a07c8f7f717a2d8492fbad21625d4a5149441c62b58b95f93c6a10?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e57db4b033a07c8f7f717a2d8492fbad21625d4a5149441c62b58b95f93c6a10?s=96&d=mm&r=g\",\"caption\":\"Giulio Polverigiani\"},\"url\":\"https:\/\/germany.10magazine.com\/de\/author\/giuliopolverigiani\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign - 10 Magazine Germany","description":"UGG shoes have quietly woven themselves into the fabric of pop culture. Their instantly recognisable silhouette has made them a true modern icon \u2014 reimagined with each new generation. It\u2019s this cult-status appeal that sets the stage for the brand\u2019s AW25 campaign, Iconic From the First Step, celebrating self-expression and legacy. Directed by Gia Coppola and styled by Jorden Bickham, the campaign embraces the theme Iconic Design, Crafted Together, featuring a handpicked cast of trailblazers, creatives, and culture-shapers \u2014 including Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, UGG founder Brian Smith, and more \u2014 each chosen for their enduring influence and unmistakable style, wearing the brand unapologetically as part of their identity.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/germany.10magazine.com\/de\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/","og_locale":"de_DE","og_type":"article","og_title":"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign","og_description":"UGG shoes have quietly woven themselves into the fabric of pop culture. Their instantly recognisable silhouette has made them a true modern icon \u2014 reimagined with each new generation. It\u2019s this cult-status appeal that sets the stage for the brand\u2019s AW25 campaign, Iconic From the First Step, celebrating self-expression and legacy. Directed by Gia Coppola and styled by Jorden Bickham, the campaign embraces the theme Iconic Design, Crafted Together, featuring a handpicked cast of trailblazers, creatives, and culture-shapers \u2014 including Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, UGG founder Brian Smith, and more \u2014 each chosen for their enduring influence and unmistakable style, wearing the brand unapologetically as part of their identity.","og_url":"https:\/\/germany.10magazine.com\/de\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/","og_site_name":"10 Magazine Germany","article_published_time":"2025-08-21T19:33:06+00:00","author":"Giulio Polverigiani","twitter_card":"summary_large_image","twitter_misc":{"Verfasst von":"Giulio Polverigiani","Gesch\u00e4tzte Lesezeit":"7\u00a0Minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#article","isPartOf":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/"},"author":{"name":"Giulio Polverigiani","@id":"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/84f5cdcb00f1e11c761a64674ab39635"},"headline":"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign","datePublished":"2025-08-21T19:33:06+00:00","mainEntityOfPage":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/"},"wordCount":1519,"image":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg","keywords":["campaign","Footwear","Jeremy Scott","Shoes","UGG"],"articleSection":["Fashion"],"inLanguage":"de"},{"@type":"WebPage","@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/","url":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/","name":"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign - 10 Magazine Germany","isPartOf":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/#website"},"primaryImageOfPage":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage"},"image":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg","datePublished":"2025-08-21T19:33:06+00:00","author":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/84f5cdcb00f1e11c761a64674ab39635"},"description":"UGG shoes have quietly woven themselves into the fabric of pop culture. Their instantly recognisable silhouette has made them a true modern icon \u2014 reimagined with each new generation. It\u2019s this cult-status appeal that sets the stage for the brand\u2019s AW25 campaign, Iconic From the First Step, celebrating self-expression and legacy. Directed by Gia Coppola and styled by Jorden Bickham, the campaign embraces the theme Iconic Design, Crafted Together, featuring a handpicked cast of trailblazers, creatives, and culture-shapers \u2014 including Sarah Jessica Parker, Central Cee, Jeremy Scott, Elsa Hosk, UGG founder Brian Smith, and more \u2014 each chosen for their enduring influence and unmistakable style, wearing the brand unapologetically as part of their identity.","breadcrumb":{"@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#breadcrumb"},"inLanguage":"de","potentialAction":[{"@type":"ReadAction","target":["https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/"]}]},{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#primaryimage","url":"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg","contentUrl":"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2025\/08\/EMBARGO-UNTIL-AUGUST-21ST-I-AW25-ANTHEM-JEREMY-SCOTT_ALTON-MASON.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/germany.10magazine.com\/en_gb\/defining-iconic-jeremy-scotts-vision-for-the-ugg-aw25-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/germany.10magazine.com\/"},{"@type":"ListItem","position":2,"name":"Defining \u201cIconic\u201d: Jeremy Scott\u2019s Vision for the UGG AW25 Campaign"}]},{"@type":"WebSite","@id":"https:\/\/germany.10magazine.com\/en_gb\/#website","url":"https:\/\/germany.10magazine.com\/en_gb\/","name":"10 Magazine Germany","description":"10 Magazine is built on the belief that fashion should be shot beautifully and supplemented with exclusive interviews, groundbreaking editorial features and powerful, opinionated journalism.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/germany.10magazine.com\/en_gb\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"de"},{"@type":"Person","@id":"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/84f5cdcb00f1e11c761a64674ab39635","name":"Giulio Polverigiani","image":{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e57db4b033a07c8f7f717a2d8492fbad21625d4a5149441c62b58b95f93c6a10?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e57db4b033a07c8f7f717a2d8492fbad21625d4a5149441c62b58b95f93c6a10?s=96&d=mm&r=g","caption":"Giulio Polverigiani"},"url":"https:\/\/germany.10magazine.com\/de\/author\/giuliopolverigiani\/"}]}},"_links":{"self":[{"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/posts\/368668","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/users\/1436"}],"replies":[{"embeddable":true,"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/comments?post=368668"}],"version-history":[{"count":0,"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/posts\/368668\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/media?parent=368668"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/categories?post=368668"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/tags?post=368668"},{"taxonomy":"season","embeddable":true,"href":"https:\/\/germany.10magazine.com\/de\/wp-json\/wp\/v2\/season?post=368668"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}