I am in the throes of an existential crisis.
Kyle MacLachlan and Kim Gordon, two incredibly cool people, are now repping Uggs, something that I genuinely thought would never be cool, and now I don’t know what’s what anymore. MacLachlan and Gordon appear alongside a bunch of other cool-looking people in the brand’s latest ads, shot by Frederic Auerbach. To make things even cooler, the forthcoming campaign video will be set to music by the Cold War Kids. This comes on the heels of the Uggs x Jeremy Scott collab, which TBH I don’t think is very cool.
Anyway, this is literally me right now:
But jokes aside, this raises some questions. If a brand as specifically uncool as Uggs has enough money to throw at cool people and a cool photographer and a cool band to make a super cool campaign, is that brand automatically cool? I mean, I’m sure (or at least I hope) that MacLachlan and Gordon wouldn’t participate in the ads if they weren’t at least sort of into what they’re selling, but at the end of the day, to pull that kind of star power you’ve got to have the big bucks.
I guess it also doesn’t hurt that nostalgia is, like, the thing right now and we’re running low on things to reboot (sorry for the bad boot pun). Perhaps it was inevitable that Uggs would make a comeback.
So, are Uggs cool now? Is this where we are? I don’t even know what I believe anymore.