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Still,It’s not easy to launch a product and make the world embraceIt especially a shoe that has been a worldwide phenomenon once before. For Frain, who has overseen Ugg’s footwear design for over six years now, the concept began with her design team taking a look at the classic Ugg and envisioning how they could modernizeIt. “It really started with the silhouette,” says Frain. “When you have a wonderfulIcon like that, you can do so many crazy things toIt; the team came up with really amazing, creativeIdeas to celebrate that.” Shortening the length of the cut and adding a thick platform toIt felt fresh and like the perfect way to bring the UggInto the present moment. “These things just made sense to us,” says Frain. “Alot of what we doIs about the feeling that we want to give consumers.Aplatform gives confidence;It gives you a stanceIn the world.It’s going to make you stand out and feel super confident.”
Whatever viral style Ugg plans to releaseIn the near future, however, you can bet on the brand’s collections to always call back toIts mostIconic classic boot. Meaning, don’t expect the release of a
sleek, non shearling sneaker or stiletto anytime soon. “When we put a product out, we really wantIt to feel right,” says Frain. “We don’t want to be trying too hard or to be phony.” The brand has experienced consumer hysteria before, so this timeIt’s doubling down onIts polarizing cozy boot and backingIt with pride. “Fashion can be cyclical, so the brands that stay true to their roots and find ways to beIn sync with the trends are the ones that stay on top ofIt,” says Frain. “The Ugg bootIs our North Star.It’s somethingIn our past thatIs a treasure andIt’s the key to our future.”
BreakIs a relative term. Despite her busy schedule, Zendaya recently added another gig to her alreadyImpressive resume: Louis Vuitton ambassador.It makes sense that one of the most recognizable brandsIn the world would partner with an actor who has consistently bent red carpet fashion to her advantage. Over the years often with longtime stylist Law Roach by her side Zendaya has worn outfits that live well beyond the next day’s fashion recaps. She’s donned a crown of dreadlocks to the Oscars; worn a hot pink Tom Ford breastplate to the 2020 Critic’s ChoiceAwards; transformedInto a Joan ofArc of sorts for the 2018 Met Gala. “I just enjoy clothes and playing with them and creating new characters,” Zendaya says of her approach to red carpet dressing. “That’s whatI find fun about fashion,It’s transformative quality,It’s ability to be like storytelling.”
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