- UGG's new Dusty Orchid collection puts a purply-pink hue on the Classic Mini, Classic Micro, Lowmel and the brand-new Quill Mary Jane.
- ADÉLA, Molly Santana and Paloma Sandoval front the campaign, shot amid pink crosswalks and clouds of pink smoke.
- The $145 Quill Mary Jane pairs UGG's signature strap with a chunkier, sneaker-like sole, the brand's entry into the "weird flats" trend.
- The Dusty Orchid collection is available now on UGG's website, in stores, and at retailers nationwide.
UGG has tapped a fresh trio of Gen Z tastemakers: Slovak pop artist ADÉLA, Los Angeles rapper Molly Santana, and stylist-model Paloma Sandoval, to front its new Dusty Orchid collection, a purply-pink colorway landing across the Classic Mini, Classic Micro, Lowmel, and the debut Quill Mary Jane.
The campaign leans into a millennial-pink aesthetic, shot amid pink crosswalks and clouds of pink smoke, marking each of the three’s first collaboration with the brand.
The headline piece is the Quill Mary Jane ($145), which trades UGG’s usual sheepskin softness for a chunkier, sneaker-adjacent sole beneath the brand’s classic strap.
UGG calls it a “new fashion-forward style” merging a timeless silhouette with sneaker comfort, following 2025’s Bea Mary Jane and building on the “weird flats” wave pulling ballet-clog hybrids into the mainstream.
This isn’t UGG’s first star-studded rollout of the year: PinkPantheress fronted a similar UGG social campaign ahead of her Coachella debut in April, while Elsa Hosk and Rina Sawayama led the brand’s Spring Golden Collection.
Similar star-stacked drops have defined summer fashion marketing broadly: Lena Mahfouf, Trueno, and Lunay just fronted Nude Project’s Ibiza campaign for a comparable fashion tie-in.
For ADÉLA, the campaign lands mid-tour: she comes off a spring stint opening for Demi Lovato and is currently gearing up for her own headlining Red Bottoms tour in August, alongside a recent jewelry collaboration with Geel.
Molly Santana comes off a career high, featuring on Drake’s “Ran to Atlanta” alongside Future in May, and has previously modeled for Heaven by Marc Jacobs and Nike SB. Sandoval, best known for styling and appearing in Sabrina Carpenter’s “Nonsense” video, adds one of her most visible solo fashion moments yet.
The Dusty Orchid collection is available now on UGG’s website, in stores, and at retailers nationwide.
Takeaways
UGG keeps skipping the traditional “one supermodel” playbook in favor of stacking multiple internet-native names from different lanes (pop, rap, and styling) into a single campaign.
That’s a bet on combined reach over singular star power, and it’s a pattern the brand has now repeated all year, from Elsa Hosk and Rina Sawayama’s Golden Collection to PinkPantheress’s spring push.
It’s also notable that none of these three has a prior UGG history; this is a clean slate for all three, unlike PinkPantheress, who was already wearing the brand organically before her deal was formalized. That makes Dusty Orchid more of a manufactured cultural bet than an authenticated one, at least for now.
Does casting three rising-but-not-yet-huge names read as savvier than one A-list face, or does it risk diluting the campaign’s memorability? With ADÉLA’s Red Bottoms tour approaching and Molly Santana’s Drake feature still climbing, is UGG betting on momentum it can’t fully control? Could this mark Paloma Sandoval’s turn from “Sabrina Carpenter’s best friend” into a fashion name in her own right?
