The move to reshape — and therefore elevate — its four decade long reputation is a bold one, especially in a time when online shopping has seemingly replaced shopping malls , and ads are becoming one of the only way for brands — and the publications that feature them — to turn their expertise into profit. “If you look at the prevailing brand communications for most footwear brands, it tends to be featured in benefits, with [just] a picture of the shoe," O'Donnell tells Refinery29. "We wanted to move away from that and actually be more engaging, and interesting." To expand the conversation beyond its products and the narratives that feature them, Ugg has relied on casting high-profile musicians, actors, and sports stars, along with a slew of high-fashion collaborations, to reposition its place in the accessories market.