You’d better believe it! Cher is the new face of UGG

Cher is officially turning back time… to the mid-00s. In other words, the pop legend has been announced as the face of UGG’s SS22 collection, filling the warm, fluffy shoes of fellow fashion icons such as André Leon Talley and Iman.

Cher represents the cosy – and increasingly covetable – footwear brand as part of its ongoing Feel series, which sees creative icons share stories about their lives, personal journeys, and inspirations.

The new campaign sees Cher show off “timeless heritage styles” from UGG, pictured relaxing in a wicker chair, meditating, or reclining with one of her cats.

It goes without saying that a Cher collab marks a high point in UGG’s recent renaissance (though the singer herself has never been afraid to step out in some controversial footwear). 

In case you’re not totally caught up, other landmarks include the thigh-high UGGs that Y/Project’s Glenn Martens put on the runway for AW18, as well as the 2020 Telfar collab that saw the label remix its iconic shopper in classic suede with a shearling trim.

In 2021, the shoes also hit the runway at Molly Goddard’s SS21 show — tapping into last year’s obsession with supersized collabs — while UGG itself debuted an amped-up version of its statement Fluff Yeah slippers.

Check out the campaign in the gallery above.