Muna Takes Center Stage in Ugg’s Back-to-school Campaign Featuring the New Ultra Mini Bailey Bow

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Ugg is getting ready for back-to-school season with a campaign celebrating the musicians, artists, students and creatives molding the next generation of culture — so who better to front the campaign than the band Muna.

The campaign — which highlights the new Ultra Mini Bailey Bow shoe style — celebrates the artistic communities that define back-to-school and highlights the confidence gained from embracing individuality. Alternative pop band Muna fronts the campaign, fresh off the May release of their fourth studio album “Dancing on the Wall” which brings the acclaimed group into a new chapter.

The group is a natural fit for the authenticity-focused campaign thanks to their emotionally honest songwriting and unique visual point of view. Together with a cast of young creators, artists and students, the campaign transforms regular school spaces into creative studios, celebrating a variety of artistic disciplines. Under the creative direction of Tastebuds Creative, the campaign was captured at Santa Monica High School in Los Angeles.

“Back-to-school is more than a shopping season — it’s a cultural moment,” said Tracy Paoletti, general manager and vice president of Ugg North America, in a statement. “It’s a time when students discover who they are and express themselves through fashion, music, art, and creativity. This season, we’re celebrating the role the arts play in inspiring confidence and individuality, and how Ugg helps people show up as their most authentic selves.”

Ugg is also launching a college ambassador program spotlighting emerging artists and creative voices from leading art and design schools in the U.S. and Canada, including Savannah College of Art and Design Atlanta (SCAD), the Fashion Institute of Design and Merchandising (FIDM) and the School of the Art Institute of Chicago (SAIC). During the season, these creators will share their distinct perspectives and personal style while modeling the bts collection through original content inspired by their own creative disciplines ranging from fashion design, animation and printmaking to illustration and filmmaking.

Ugg is further celebrating the creative spirit by gifting a custom Ugg coloring book and crayon pack to customers who spend $150 or more at participating Ugg stores beginning Aug. 1. And to make its craftsmanship and style more accessible to the academic community, the Southern California-based brand is offering students 10 percent off footwear and apparel through UNiDAYS and teachers and educators 10 percent off through SheerID at Ugg stores and ugg.com.

As for the collection itself, silhouettes in the women’s category range from the Ultra Mini Bailey Bow featuring playful satin bows to the Lowmel Mule, a sneaker-mule hybrid, to the Quill Mary Jane, a retro sneaker blended with ballet-inspired styling. There’s also the sheepskin-lined Zora ballet flat.

The men’s lineup includes a refreshed version of the iconic Tasman; the Lowmel sneaker; the low-profile Minimel with a suede and recycled textile upper, and the new Deckmel, a boat shoe-inspired style. For the kids’ footwear lineup, the Ultra Mini Bailey Bow is the star, while the Lowmel, Tazz and Tasman are featured as well.

The adults’ collection features some apparel items as well, including the Retro Cardigan, Retro Hoodie, Retro Jacket and Botanic Embroidered Set.

The Ultra Mini Bailey Bow can be shopped exclusively starting July 23 through Ugg stores across North America, ugg.com and Journeys for 30 days before landing at additional wholesale partners including Urban Outfitters, Nordstrom and Altitude Sports. The broader Ugg back-to-school collection will be offered throughout the season at Ugg stores in North America, on ugg.com and through select wholesale locations.