UGG global brand ambassador Hanni features in a campaign celebrating a second location with Shinsegae Duty Free.

Shinsegae Duty Free has announced the opening of a new UGG store at its Myeong-dong main branch as of 20 September. This marks the brand’s second location with Shinsegae Duty Free, following the popular store at Incheon Airport Terminal 2.

The fresh collaboration for the 2024 Fall/Winter season has been launched with Hanni of musical act NewJeans, the brand’s global ambassador.

Founded in California in 1978, UGG is known worldwide for its sheepskin boots, and now produces seasonal collection which include apparel, accessories, and summer footwear.

The new campaign, “Feels Like UGG,” builds on the success of last season’s partnership, which UCG said resonated strongly with younger consumers.

UGG’s sales for the first half of this year surged by 60% compared to the previous year in Korea, and Shinsegae Duty Free (Shinsegae DF) noted shoppers at its Myeong-dong store will be treated to a curated selection of UGG’s latest offerings, including the ‘New Heights’ collection.

The retail operator added this line reimagines UGG’s classic styles, offering five different options, from ankle-length mini boots to calf-high short boots and comfortable clogs.

In addition to footwear, the store will also showcase a range of fall/winter essentials, from cozy puffer jackets to fleece outerwear, designed to pair with casual staples like joggers, jeans, and cotton pants.

“We saw incredible success last season with the products Hanni wore selling out quickly,” said a spokesperson for Shinsegae DF.

“With the continued popularity of UGG, we’re confident this fall/winter collection will be just as successful. We’re especially excited to connect with trend-savvy shoppers in their 20s and 30s, offering them the iconic UGG boots along with new, fashion-forward items.”

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