In celebration of Pride month, global lifestyle brand UGG has launched its #UGGPRIDE campaign featuring an all-gender Pride collection aimed to support the LGBTQ community. As part of its campaign, UGG is partnering with GLAAD by donating $125,000 in 2020 to support the organization’s culture-changing programs, including the GLAAD Media Institute.
With many proms across the country cancelled due to recent challenges, UGG also wants to empower LGBTQ youth by organizing an LGBTQ-inclusive virtual prom, hosted by actor Tommy Dorfman, on May 15 at 5:00 PM PST/8:00 PM EST on the brand’s website. Dorfman enlisted friends to join in on the festivities, including a glam tutorial by makeup artist Kali Kennedy, fashion looks curated by celebrity stylist Chris Horan, Q&A by ALOK and special performances by actor/entertainer Shangela, musician FLETCHER and DJ Jonjon Battles.
On Thursday, May 14 at 4:30pm ET, Tommy Dofrman will also be joining GLAAD on its Instagram Live to talk about the virtual prom event on Friday, and much more.
To commemorate its capsule collection, UGG shot the #UGGPRIDE campaign at ‘PROUD Prom’ in February 2020, an annual celebration hosted by the Pacific Pride Foundation and UGG® at its parent company Deckers Brands’ headquarters. The event welcomes LGBTQ and allied youth from Santa Barbara County and the coastal communities of California to celebrate inclusivity, diversity and equity. Promoting self-esteem and social connection, thought leaders and visibility activists like actor Tommy Dorfman and couple Cora Delaney and Kai-Isaiah Jamel joined this year’s event to help foster a space that celebrated individuality and togetherness.
“This was our fourth year hosting ‘PROUD Prom’ with Pacific Pride Foundation. We chose to shoot our #UGGPRIDE campaign here this year to showcase real, bold and wonderful individuals celebrating prom in a safe and welcoming environment, and with other allies of the brand and LGBTQ+ activists like Tommy Dorfman,” said Andrea O’Donnell, President, Fashion Lifestyle, Deckers Brands. “We wanted to express that there is a beauty in what makes you different and that you should never feel the need to apologize for who or what you love.”
“With both its ‘PROUD Prom’ and colorful, all-gender Pride collection, UGG is stepping up and finding unique and creative ways for LGBTQ people, especially LGBTQ youth, to showcase their pride this June,” said John McCourt, GLAAD Senior Director. “By partnering with GLAAD, UGG is helping to support GLAAD’s work in training the next generation of storytellers, activists, and changemakers who will help to move hearts and minds.”
The UGG Pride Collection is available now and will be offered year-round. The entire collection can be purchased at ugg.com/pride and UGG stores.