Warning: Alexa Chung Is About to Make UGGs Cool Again

If you’re a card-carrying Crocs, Teva or Ugg devotee — or if you keep your love hidden away for fear of being excommunicated from the Church of Fashion — this is your year. In March, Opening Ceremony released its third collaboration with Teva, which saw the erstwhile dad shoe in satin and platform iterations. Then, for Spring 2017, Christopher Kane sent Crocs down his runway. Charm-accessorized Crocs, to be exact. Now, the third member of the (seemingly) universally disliked shoe trifecta is poised to make its triumphant return, thanks to one Ms. Alexa Chung. Chung, whose eponymous fashion label will (finally) launch this March, was recently named art director for UGG — the company’s first-ever creative brand partnership. Chung oversaw the Australian footwear retailer’s latest campaign, which will spotlight the classic 2.0 boot (some of) the fashion set hates to love. “There is nothing I enjoy more than getting back to England and seeing all of my mates and that involves my uniform, which is UGG boots, jeans, and a navy blue jumper,” the Marks & Spencer collaborator told Vogue UK, adding, “I have an association with them being home, friends, hanging out and having fun.” (Now there’s an image we’ve never come across in our extensive street style stalking of the British native.)

[ 17 Reasons Why Alexa Chung Is Still the Queen of Style ]

In a press release, Chung shared, “I loved art directing for UGG as it gave me the opportunity to work alongside and marry together some of the people in my life I find most inspiring with a team of talented pals to capture both their spirit and the easy going nature of the brand.”

@cocobaudelle stopping traffic in Berlin/working the pole in this photoshoot I art directed for @ugg @uggineurope @benrayner @stellywood styling @cdaymakeup make up @blakeerik hair

A photo posted by Alexa (@alexachung) on Oct 7, 2016 at 4:40am PDT

The campaign imagery was shot in New York by photographer Ben Rayner and features some of Chung’s creative, well-followed friends, among them model Coco Baudelle and writer Anna Gray of the newsletter “Things I Would Buy If I Didn’t Have to Pay Rent.” (Its contents are pretty self-explanatory.) For the record, Gray’s most recent suggestions include Manolo Blahnik’s Serba pump, vintage Enzo Angiolini block heel pumps and Trademark’s Kriss Mule in red, but no cozy fleece-lined booties — perhaps we’re too early in the season? Click through the slideshow below to see Alexa, Anna, Coco and more doing their thing.

All Images: UGG