UGG’s brand story has expanded from its heritage as a California-born, shearling-rooted comfort icon into a global lifestyle brand that balances warmth and ease with fashion relevance, cultural connection, and seasonal versatility. The challenge—and opportunity—was to honor what made UGG iconic while pushing the brand forward for a new, style-conscious consumer.

Working closely with Product Line Managers, I helped translate this evolving narrative into seasonal footwear collections that felt modern, intentional, and emotionally resonant. Each season’s storytelling was informed by consumer insights, cultural shifts, and global trend direction—whether that meant recontextualizing core silhouettes with updated proportions, materials, and colors, or introducing new styles that expanded UGG’s relevance beyond cold weather and classic boots.

My focus on color and material design played a key role in reinforcing these stories. Palettes were developed to support seasonal moods and narratives—soft neutrals that emphasized comfort and tactility, fashion-forward hues that elevated silhouettes, and material choices that blended UGG’s signature warmth with lighter, more versatile constructions. These decisions helped refresh core franchises while maintaining continuity with the brand’s DNA.

In parallel, I collaborated closely with development and sourcing teams to ensure that every design met cost targets, production timelines, and feasibility standards. This ensured the storytelling translated seamlessly from concept to product—delivering footwear that was not only creatively compelling, but also scalable and commercially viable across global markets.

The result was product work that supported UGG’s broader brand evolution—bridging heritage and innovation, comfort and fashion, and storytelling and performance—while helping the brand continue to resonate with both longtime fans and new consumers worldwide.