On March 5, UGG teased an upcoming collaboration with Hanni, member of K-pop group NewJeans. A week later, Hanni’s official ambassadorship was announced alongside a Spring Summer 24 (SS24) campaign. The colorful advertisements inaugurating Hanni’s induction into the UGG family evoke adventure and playfulness just days ahead of the spring season. 

Photo courtesy of UGG©. Photography by Ken Ngan

The Golden Campaign

Hanni’s UGG debut campaign highlights the brand’s GoldenGlow, Venture Daze, and Stratus footwear models. UGG’s GoldenGlow sandals are a new warm weather-ready choice that features a slightly chunky lug sole, grippy footbed, and supportive sugarcane EVA, meaning that they will support you through sunshine or summer rain. The collection features a second new mode, the convertible Stratus sandals. With convenient adjustable Velcro straps and a removable heel strap, the Stratus can be worn as a classic sandal or as a slide.

Additionally, the campaign highlights the Venture Daze collection. Inspired by the trendy Tasman — which emerged as one of the hottest products of Q4 2023 according to Lyst — the Venture Daze is one of UGG’s more traditional, well-known silhouttes. In this new campaign, this familiar piece is reimagined in new colors, including floral-inspired pink, pastel lime, and white.

The initial campaign reinterprets the “To-Do List” as a “To-Play List,” following Hanni through an activity-filled day, devoid of monotonous errands. Its dynamic and energy-infused shots reflect both Hanni’s personality and the feeling of oncoming spring. 

Shared Australian Roots

As an Australian-born international star, Hanni seamlessly embodies the intersection of UGG’s Australian roots and the brand’s global influence. From her execution of NewJeans’ bright and catchy hits, there is no denying that Hanni showcases the best of what UGG has to offer: welcoming, trendy, and fresh.

Photo courtesy of UGG©. Photography by Ken Ngan

“UGG® is a brand that I grew up with and that holds a very fond place in my many fond memories. So I am very happy to be able to work with UGG®, and even more so to be their global ambassador. It’s a dream come true for me. I’m so grateful, so happy, and can’t wait to share my love for UGG® with you! <3″, Hanni shared via a press release.*

Within days of the campaign footage going live, fans of Hanni spotted the idol’s face in UGG stores worldwide — including UGG’s Tokyo flagship shop, where Hanni can be seen in the window and in-store displays. The collection will be available for purchase online, at UGG retail stores and authorized dealers worldwide. Although not all products are available yet in all regions of the world, you can check out some of the most recent arrivals here.

Want to learn more about UGG and how your favorite stars, including Jisoo, are sporting the brand? Check out our guide to UGG footwear here

*The quotes have been translated from Japanese to English and edited for clarity.

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