UGG AUSTRALIA LIVING

Reflective Writing

We were given the task to create a new brand or brand extension for an existing company. Given the freedom to pick any brand we desire, my first thoughts were to choose Yves Saint Laurent (YSL), as I knew I would be hugely motivated with my creative ideas. However, when doing extremely high-end luxury brands, one can overrun the risk of not being able to find a lot of background and performance history of the company. Alternatively, I chose to go with an actual business idea which I have thought about for quite some time.

I chose to choose UGG as my brand, a company which I know little about but I can forecast huge potential in expanding it’s brand portfolio. Consequently, I created ‘UGG Australia Living’, a luxury home-ware range which embodies the classic material heritage of the brand, including the twinface sheepskin material which has been the USP of the brand since 1978; as well as new additions such as feather, fur and suede.

By choosing a concept which I am greatly enthusiastic about, I was able to create unique ideas. Also, I feel I have used my knowledge gained over the past two years to create well written report which has been enriched by the practices of great business minded authors.

I am confident about going onto bridging and hope I can maintain the high grades I have been awarded throughout my time on the FDA Fashion Marketing and Promotion course.

MOODBOARD

Illustrating my ideas and new designs for UGG Asutralia Living, this moodboard will give you an insight into the various inspirations that lead me to creating a luxury home-ware range.

The furniture pictured on the ‘Inspiration Board’ (figure 1) is manufactured in some of the finest locations around the world that are known for their beautiful fabrics and cutting edge design such as Milan, Paris and Byzantine to name a few.

On the ‘Design’ side (figure 2), are some of my mock-up designs of the limited edition upholstered chairs designed by Christopher Ofili. Through observation, every high-end designer has some ‘wacky’ and fashionable designs for one or two furniture pieces out of their range which makes them stand out from other designers. The designs I have made will most certainly fall within that category and will possibly be the highlight of the range, combinding comfort with incredible chic.

Note: The two pictures would only upload vertically.

Quality

FABRIC SWATCHES

MATERIAL HERITAGE

We only select the highest quality Twinface sheepskin available which we truly believe is the perfect material. No other material so naturally keeps your feet cool and warm at the same time. Or, for that matter, is able to bring together cozy and the cutting edge in a single pair. From our iconic classic and its modern variations to the latest high-fashion offerings, sheepskin defines us. Once you have experienced this wondrous material, you’ll understand why you have to feel it to believe it.

Every year, we travel the world in search of the finest, most luxurious Twinface sheepskin. Only Grade-A sheepskin with a soft, dense and malleable hand need apply. Once we locate our source, we put each sheepskin through an extensive process to ensure it will provide the signature UGG experience. We examine both sides of the Twinface thoroughly because each pair of boots requires a large swath of material and even the slightest blemish will be cause for exclusion. On the suede side, we look for uniformity and a flawless, fine-grained texture with no visible defects. On the wool side there has to be an even “stand up” thickness across the entire piece. At six different points in our process we select, re-select and select again against these criteria ensuring only the highest quality sheepskin make it through. The final product is a finished piece of sheepskin worthy of the UGG® Australia name.

Bringing out the best in shearling isn’t something that just anyone can do. After almost 40 years of working with, testing, improving and pushing the limits of this amazing material, we have learned how to do more with it than any other designer. Our design team believes in the durability, comfort and style inherent in every piece of sheepskin. Designing in sheepskin takes a patience and creativity unknown to working with other materials but the results are a distinct style that suits both a casual weekend as well as the runways.

 

Christopher Ofili Collaboration

As this is the first home-ware range that UGG is creating, we will be collaborating with world renowned artist Christopher Ofili, well recognised for his prints and cultural references. The following designs will embody his signature style, featuring one of his classic paintings re-worked on a upholstered chair. Two other print designs will be created in the style of his work, combining the classic material heritage of UGG such as twinface sheepskin.