thugg life: jeremy scott on teaming up with ugg
Magic-making, fire-blazing fashion king Jeremy Scott talks about the beauty of collaboration.
What is life without friends? Icon to icon, Jeremy Scott and UGG are fashion's newest BFF collaboration. Fun, free and literally on fire, the Ugg boot has been emblazoned with Scott's incredible spirit. Shot by Marcus Mam, the campaign is fronted by Jeremy himself, "Golden Barbie" Jasmine Sanders and esoteric Atlanta rapper Lil' Yachty.
Sitting down with the cast, you feel the joy that comes with being part of Jeremy's life. Jasmine explains, "LA is so free and fun – you can be yourself and people accept it. This freedom to be who you wanna be is totally Jeremy." The designer and the model have been friends and collaborators for six years and counting. Lil' Yachty added a lil' rappy to the conversation. "I did a collaboration with UGG, I love all you beautiful women… I want hugs! I need me a glass of water to chug. Shout out to my brother Chuck."
From the designs, to the campaign, to parties in London and LA, the collaboration between Jeremy and Ugg proves that there is nothing more important than belief, in both yourself and others. This year marks Scott's 20th in fashion, a true celebration to be had. For where would we be without the buoyancy and originality of one of fashion's best l'enfant terribles?
Jeremy, hi! What is the most important thing about this collaboration?
There's that personal connection for me, as I've been an undercover Ugg wearer for years. I love the brand, and in my own daily life and my own quotidienne self, I wear them a lot. My assistant met someone from Ugg and told them how much I love them, and it went from there.
You've done several collaborations, mixing the high with everyday fashions. What is that appeals about the tension between the two?
I love the elements that are very iconic, and then mixing in with the essence of me and making this hybrid. What's really exciting for me is to be able to put my arms around more people, because it's not just my fans that might want a piece of this -- it can also be Ugg fans that haven't been a part of my world. Maybe I can make new friends.
When you're designing, do you think of your fans or do you think about your own vision?
It's connected. It's about what I wanna wear. I love clothes and I always have and I've always been flamboyant in terms of how I dress. If I would like to wear it, then maybe someone else would like to wear it. I also always think about women and my friends and what they would wear. Could I see them in it and how would they wear it? I have this set of muses and inspirations and thinking what they would like and how they would look. If I can't imagine someone I know wearing it, then I have no business doing it.
Do you think this ability to create intimacy and sensitivity but at the same time maintain a pop culture aesthetic is one of the keys to your success?
It must be, because it's very much a part of me and a part of my heart. It's a pure essence of me that I try to give to people. Fashion shows are interesting because it's an idea that you can expand on. When it comes to doing an actual product you have to give more of the idea.
I think that's why my fans connect to me, because it's a lifeline between me and them. Nothing is designed by committee – it's designed by an actual person. It's me, and it's authentic. I wear it and I design it; I live the things I design and they're a part of my life. It's not a charade, it's my world.
Do you love LA?
Absolutely. I think of myself as a farmer here, and I'm planting my seeds and harvesting my vegetables. Take them to the market and sharing them with the world! And then I go back to my farm and I go back to planting the seeds and start again. It works well for me to keep the purity of the design, of the idea, and the sincerity of it. LA affords me that mental space as well as physical space, but the mental space is really important.
What do you think is the state of fashion now, as an industry?
I think it's currently very interesting. Between the rise of social media, the visibility and the accessibility -- I think it has been democratised. A lot of established fashion is looking how to not get left behind. There's of course different approaches to this, some are good and some aren't so sincere. It's like the Wild West all over again!
When do you yourself feel most creative and inspired?
I live in a constant flow of inspiration. I love that moment when I get into the flow and I can start cultivating the idea for a collection. You know, it's about focusing on something else and being open to that, and the courage and the conviction that the creativity will come instead of being frustrated that it's not coming.
Is this advice you would give to others?
Absolutely. Follow your instinct, follow your heart. Cultivate your voice, cultivate your inspirations. Success is when you're happiest, and that's what's going to serve you the best. When you're following what you're put on this earth to do, and when you do that, that's when everything is going to work best.
You've been deemed a controversial and shocking designer in the past. What do you think 'controversy' is in 2017?
I never set out do something controversial and it was never a calculated move – it all comes from a genuine place. So what I've done, and inevitably will do again, might be seen as shocking, but who cares? I think if you try to manufacture controversy, then it's not real. The nature of new art, new creativity and sometimes a generational change can be seen as shocking. All the different moments of my work – they were totally authentic. So today, whether I see it exactly the same way or not, I still think RIGHT ON. You were doing exactly what was that moment and what you felt. You were portraying your heart and serving it up for people.