The indie-pop trio MUNA has partnered with iconic footwear brand UGG for their latest back-to-school campaign, a collaboration that extends far beyond mere fashion. The partnership celebrates individuality and self-expression, resonating deeply with MUNA’s artistic ethos, which is built upon authentic songwriting and a distinct visual identity. UGG selected the band for their ability to authentically represent themselves, a quality that aligns with the brand’s own commitment to fostering inclusivity and supporting the arts, particularly within the LGBTQ+ community.
This collaboration builds upon UGG’s established history of supporting arts and LGBTQ+ organizations, including initiatives like Queer|Art, which champions LGBTQ+ artists, and Chicxs Rockerxs South East Los Angeles, a program that empowers youth through music, mentorship, and social justice. MUNA expressed their appreciation for these long-standing partnerships, noting in a press release, "They are putting the arts at the center of their back-to-school campaign and encouraging younger folks to embrace whatever makes them feel most like themselves."
The partnership was formally celebrated with an intimate back-to-tour party in Los Angeles, where MUNA members Katie Gavin and Josette Maskin discussed the collaboration, the significance of queer fashion, and their tour wardrobe choices. This collaboration arrives as MUNA prepares to embark on their Gets So Hot tour, commencing September 17, following the release of their critically acclaimed album, Dancing on the Wall, in May. The band is embracing a dark, ’90s-inspired aesthetic for the tour, a theme that also influences their personal style.
UGG’s Commitment to Authenticity and Expression
UGG’s choice of MUNA for their back-to-school campaign underscores a strategic alignment with artists who embody genuine self-expression. The brand recognized the indie-pop trio’s ability to convey emotional honesty through their lyrics and maintain a strong, individualistic visual presence. This mirrors UGG’s own mission to provide comfortable and stylish footwear that empowers individuals to express their unique identities.
The collaboration is not merely a marketing initiative; it represents a deeper commitment by UGG to support artistic expression and inclusivity. By partnering with MUNA, a band known for their authentic voice and representation of queer experiences, UGG is amplifying a message of self-acceptance and individuality. This aligns with the brand’s ongoing efforts to foster a more inclusive and supportive environment within the fashion and arts industries.
MUNA’s Journey of Self-Discovery Through Style
For MUNA, the decision to collaborate with UGG was rooted in a shared understanding of authenticity. Members of the band emphasized that the partnership felt safe and true to their artistic identity. "We immediately felt safe," stated Josette Maskin, adding, "And we knew that they weren’t gonna make us do anything that didn’t feel like it was true to MUNA." This assurance allowed them to fully embrace the campaign.
Beyond the professional alignment, there was a personal connection to the brand. "We f*cking love UGGs," the band collectively admitted, highlighting the comfort and familiarity that the footwear brings. This genuine affection for the product adds another layer of authenticity to the campaign, making it a natural extension of the band’s personal style and ethos.
Reflecting on College Days and Evolving Style
The back-to-school theme also prompted MUNA to reflect on their formative years at USC, where the band members first met. Josette Maskin recalled Katie Gavin’s "punk rock" style during their college days, characterized by high-heeled sneakers, while Gavin remembered her distinctive green undercut. These memories offer a glimpse into their evolving personal journeys and the role of fashion in self-expression.
Maskin shared a poignant reflection on their college fashion choices, admitting that some outfits were worn out of a sense of shame or insecurity. "I do feel like some of the things that I wore was because I just felt kind of like a sense of shame," they said. "Even though I still wore masculine stuff, I just feel like I didn’t feel at home in myself in clothes." This personal narrative underscores the transformative power of fashion in fostering self-acceptance and confidence.
Their advice to those still navigating their identity through style is simple yet profound: "You just gotta not give a f*ck." This sentiment encapsulates the band’s broader message of embracing individuality and rejecting external pressures to conform.
Fashion as Creative Self-Expression
As MUNA prepares for their Dancing On The Wall tour, fashion continues to be an integral part of their artistic narrative. "Style is really connected to our creative self-expression," Katie Gavin explained. "The way I dress changes a ton based on what creative project we’re working on. It’s almost a way of getting into character." This perspective highlights the symbiotic relationship between their music and their visual presentation.
The band is embracing a dark, ’90s-inspired aesthetic for their upcoming tour, drawing inspiration from the era’s leather-heavy, rock-influenced styles. This curated aesthetic aims to enhance the overall concert experience and immerse audiences in the world of their latest album. Even as they adopt a specific tour persona, their comfort remains paramount, with Maskin confirming, "I’m ending in UGGs at the end of the night."
Exploring the UGG x MUNA Back-to-School Collection
The UGG back-to-school collection, featuring MUNA, offers a diverse range of footwear and apparel designed to cater to various styles and age groups. The collection includes options for adults, children, and toddlers, ensuring that the message of self-expression can be embraced by everyone. The assortment features UGG staples reimagined with contemporary twists, alongside new apparel items perfect for the academic season.
Key pieces from the collection include:
- UGG Tasman II Slipper: A versatile slip-on available in multiple colors, offering both comfort and style for everyday wear.
- UGG Lowmel Sneaker: A contemporary sneaker option that blends athletic design with UGG’s signature comfort.
- UGG Women’s Ultra Mini Bailey Bow: A chic take on the classic UGG boot, featuring a decorative bow for a touch of feminine flair.
- Men’s UGG Deckmel Boat Shoe: A sophisticated boat shoe designed for comfort and a polished look.
- All Gender UGG Retro Cardigan: A cozy and stylish cardigan that embraces a vintage aesthetic, suitable for all genders.
- All Gender UGG Retro Jacket: A statement outerwear piece that complements the ’90s-inspired theme, offering both warmth and style.
- Women’s UGG Moxy Knee-High: A fashionable knee-high boot, as seen on MUNA’s Katie Gavin, perfect for making a statement.
- Women’s UGG Otzo Clog: A trendy clog, as seen on MUNA’s Josette Maskin, offering a comfortable and stylish option.
The entire back-to-school collection is available for purchase directly from UGG’s official website, allowing fans to shop the looks that embody the spirit of self-expression championed by MUNA and UGG.
Impact and Broader Implications
The partnership between MUNA and UGG signifies a broader trend in the fashion and music industries, where brands are increasingly seeking authentic collaborations with artists who resonate with specific cultural values. For UGG, aligning with MUNA allows them to connect with a younger, diverse audience that values inclusivity, self-expression, and artistic integrity. This move reinforces UGG’s image as a brand that understands and supports contemporary culture.
For MUNA, this collaboration provides a significant platform to amplify their message of self-acceptance and queer visibility. By partnering with a well-established brand like UGG, they are able to reach a wider audience and inspire individuals, particularly young people, to embrace their identities without reservation. The campaign’s focus on self-expression beyond fashion serves as a powerful reminder that true style comes from confidence and authenticity.
The success of such collaborations often hinges on the genuine connection between the artist and the brand. In this instance, MUNA’s heartfelt appreciation for UGG footwear, coupled with the brand’s demonstrated commitment to supporting the arts and LGBTQ+ communities, creates a compelling narrative that transcends a typical product endorsement. This approach not only benefits the brand and the artist but also resonates positively with consumers who are increasingly seeking brands that align with their personal values.
The Gets So Hot tour, set to commence in September, will further showcase MUNA’s evolving artistic vision, with their fashion choices playing a crucial role in their performance and storytelling. The band’s dedication to integrating style with their creative projects ensures that their journey of self-expression will continue to captivate audiences both on and off stage.
Fans can explore the full UGG back-to-school collection online and purchase tickets for MUNA’s upcoming tour.
