- UGG named alternative-pop trio MUNA the face of its fall 2026 back-to-school campaign, announced July 23, 2026.
- The push centers on the debut Ultra Mini Bailey Bow and a new nationwide college ambassador program with SCAD, FIDM and SAIC.
- Starting August 1, shoppers spending $150+ in select UGG stores get a free coloring book and crayon set; students and teachers get 10% off via UNiDAYS and SheerID.
- MUNA fronts the campaign fresh off their May 2026 album "Dancing on the Wall," ahead of their "Gets So Hot" tour.
UGG has tapped alternative-pop trio MUNA to front its fall 2026 back-to-school campaign, announced July 23, 2026. The Santa Barbara-based brand, owned by Deckers Brands, built the push around creativity and self-expression rather than a typical return-to-classroom pitch.
MUNA (Katie Gavin, Naomi McPherson and Josette Maskin) anchors the effort, shot at Santa Monica High School under creative direction from Tastebuds Creative. The trio is fresh off May’s “Dancing on the Wall,” their fourth studio album and a sharper, darker turn from 2022’s self-titled breakthrough.
The campaign debuts the Ultra Mini Bailey Bow, a satin-bow update to UGG’s classic silhouette, alongside new styles like the Lowmel Mule, Quill Mary Jane and Deckmel.
UGG is also launching a nationwide college ambassador program with creatives from SCAD, FIDM and the School of the Art Institute of Chicago. Starting Aug. 1, shoppers spending $150 or more at select stores get a free coloring book and crayon set; students save 10% via UNiDAYS and teachers 10% via SheerID.
This is UGG’s latest celebrity-fronted push this year, following ADÉLA, Molly Santana, and Paloma Sandoval’s turn fronting the brand’s Dusty Orchid collection this summer, and PinkPantheress’s campaign ahead of her Coachella debut this spring. UGG put Post Malone at the center of its Weather Hybrid launch in 2024.
For MUNA, known for centering queerness and emotional honesty in their music, this marks their first major fashion-brand campaign at this scale. It lands as the band preps its “Gets So Hot” tour, with festival stops including Hinterland this month and dates at Red Rocks and the Santa Barbara Bowl this fall.
UGG is also donating to Chicxs Rockerxs South East Los Angeles through the campaign, building on its ongoing support of Queer|Art.
Takeaways
UGG keeps leaning into music-first storytelling rather than a single supermodel face, and picking MUNA signals the brand wants credibility with a queer, creativity-obsessed Gen Z and millennial audience, not just visibility.
Pairing a band mid-album-cycle with a college ambassador program also blurs the line between “campaign” and “cultural moment,” letting UGG borrow authenticity it can’t manufacture on its own.
Is UGG’s rotating-cast strategy (multiple artists per season) more effective than a single long-term ambassador? Could this open the door for more indie/alt acts to land mainstream fashion deals typically reserved for pop stars?
