- Mabel is the new face of Crocs' "Do Your Thing" campaign, fronting two new clog silhouettes shot entirely in London.
- The campaign features the Classic Crafted Clog in "Milk Chocolate" and the new Buckled Clog in "Vapour Ice," both now available via Crocs and Schuh.
- Mabel is currently working on her third studio album, following her 2025 mixtape and a European tour that same year.
- Crocs continues its run of music-driven ambassador deals, having previously partnered with artists including Post Malone, SZA, and Bad Bunny.
Crocs has tapped Swedish-British singer Mabel as its newest brand ambassador, headlining the “Do Your Thing” campaign.
The BRIT Award-winning artist, known for her blend of R&B glamour and London cool, brings her signature style to the comfort-first footwear brand in a campaign shot in London by Grace Pickering and styled by Simone Beyene.
Mabel is seen wearing the Classic Crafted Clog in “Milk Chocolate” paired with argyle socks and baggy silhouettes while writing music, and also styles the brand-new Buckled Clog in “Vapour Ice,” decked out with a metallic and pearl-heavy selection of Jibbitz charms.
The partnership marks Crocs’ latest move in building a music-forward ambassador roster. The brand recently worked with Pete Davidson in a quirky wedding-themed campaign and previously enlisted The Kid LAROI for a global partnership, alongside names like Karol G and Millie Bobby Brown.
On the music front, Mabel is currently working on her third studio album, described as a return to her R&B roots, following a string of pre-album singles including collabs with Shygirl and Ty Dolla $ign. She also went on tour across Europe in November 2025 and dropped her second mixtape in July of that year.
Takeaways
Crocs is clearly doubling down on UK-based talent right now, and Mabel is a smart pick. She’s stylish, she’s credible in the R&B and pop spaces, and her genuine London cool-girl aesthetic fits the brand’s self-expression messaging without feeling forced.
The fact that the campaign was shot in London, styled by her longtime friend Simone Beyene, gives it a personal feel that branded campaigns often miss.
For Mabel, who is building momentum toward what is shaping up to be the most important album of her career, this is a high-visibility partnership that keeps her in the cultural conversation beyond just music.
Does Mabel’s personal style make her a more convincing Crocs ambassador than previous music-world picks? Is Crocs deliberately targeting the UK market with this campaign, and does that strategy make sense given where the brand is growing? How long before we see a Mabel x Crocs custom Jibbitz pack?
