Self-Expression: MUNA & UGG Back-to-School Style
When an indie-pop trio finds a partnership with a global brand, it’s rarely just about commerce. It’s about identity, authenticity, and finding the right visual language for the story they are telling. That is the essence of the collaboration between MUNA and UGG for the back-to-school campaign.
UGG, the footwear giant, chose MUNA because of the trio’s emotionally honest songwriting and their distinct visual point of view. For MUNA, the decision felt deeply personal. They were drawn to a partnership where the brand understood how to represent their identity without compromising their unique voice.
This collaboration extended beyond fashion; it reinforced UGG’s commitment to the arts and social causes. The brand has long supported organizations like Queer|Art and Chicxs Rockerxs South East Los Angeles, using their platform to champion the arts and social justice initiatives, positioning fashion as a tool for self-expression.
For the band, the alignment was immediate and meaningful. As one member noted during the process, they felt safe and understood. “We knew that they weren’t gonna make us do anything that didn’t feel like it was true to MUNA,” they shared. This sense of freedom highlights how important it is for artists to feel comfortable defining their own aesthetic.
Looking back at their formative years, MUNA reflected on how clothing has always been a complex vehicle for self-expression. One member reflected on the feeling of navigating identity through fashion during college, noting that some choices were driven by a sense of insecurity. This journey eventually led to realizing the power of expression and safety in clothing—a lesson they learned is that you just have to stop worrying about what others think.
Now, as MUNA prepares to launch their Gets So Hot tour, their style is seamlessly woven into the world they are building around their music. They are embracing a dark ’90s-inspired aesthetic, drawing on the era’s rock-inspired looks. Yet, even amidst the edgy visuals, there is a comfort in the familiar. As one member put it, no matter how high-energy the night gets, they are still ending in UGGs.
The back-to-school collection itself offers a range of versatile staples, perfect for the new academic season. It includes UGG favorites like the cozy cardigans and retro-inspired letterman jackets, alongside footwear designed for everyone, from slip-ons and sneakers to deck shoes and knee-high boots.
This partnership serves as a perfect example of how fashion can connect personal narratives with global brands. For MUNA, it’s more than just a campaign; it’s a celebration of self-expression, comfort, and the enduring power of style.
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