UGG launches back-to-school campaign featuring new Ultra Mini Bailey Bow and band Muna

UGG's 2026 fall back-to-school campaign introduces a range of new footwear, including the Ultra Mini Bailey Bow boot, ballet sneakers, Mary Janes, mules and other reimagined classics. The marketing push highlights the creative influence of students, artists and musicians and is fronted by alternative pop band Muna, with campaign visuals shot at Santa Monica High School in Los Angeles.

UGG's general manager for North America said the campaign celebrates confidence and individuality through fashion, music and art. In addition to the product launch, the brand is rolling out a college‑ambassador program with art and design schools in the United States and Canada, and offers a custom coloring‑book and crayon pack to customers who spend $150 or more at participating stores.

The campaign underscores UGG's effort to connect its classic comfort heritage with contemporary youth culture.