Dev Hynes Reunites With Jonathan Anderson For UGG Campaign

Dev Hynes reunites with Jonathan Anderson to star in UGG’s new campaign for the designer’s first collection with the footwear brand.

The musician and producer, also known as Blood Orange, stars in images unveiled October 12 ahead of the collection’s October 15 release. Anderson styled the shoot, with photographers Zhenya and Tanya Posternak capturing scenes inside a home.

The campaign centers on getting dressed, moving between rooms and heading out or returning home. Hynes wears Anderson’s take on two UGG designs, which borrow details from penny loafers. The brand plans to release more campaign material throughout the season.

“Ugg boots are instantly recognizable, and I was interested in seeing something so familiar through the lens of JW Anderson,” Anderson said in a statement carried by Variety.

For Hynes, the project reunites him with a designer who had already asked him to step in front of the camera. Anderson invited him to appear in Loewe’s fall/winter 2023 precollection campaign, shot by Juergen Teller.

“Over the years, I’ve gotten to know Jonathan and Juergen, both separately and together,” Hynes told W in 2023.

Hynes said he had grown more open to that kind of work when he liked the people involved. He described Teller’s speed behind the camera as inspiring and said spending time with interesting people had become a reason to say yes.

His fashion work has also put his music at the center of the show. Hynes walked in Virgil Abloh’s first Louis Vuitton runway presentation in June 2018, then returned to create a 15-minute performance for the January 2019 show.

He told GQ that Abloh and music director Benji B approached him about a week beforehand. Hynes built the performance in three days, using images of the set and clothes that Abloh sent to help shape the music.

“Music is my home field,” Hynes told the magazine.

Anderson now also leads Dior, where 070 Shake joined the ambassador roster last year. This project belongs to his own JW Anderson label, which is teaming with UGG for the first time.

The collection goes on sale October 15 through both brands’ websites, their select stores and participating retailers.