Orville Peck Saddles Up for UGG's Western Moment

The masked country singer fronts UGG's new social-first campaign, set on a Malibu ranch and built around two Western-inspired shoes.

UGG has found its cowboy, and he's wearing a fringed mask. Orville Peck leads the brand's latest campaign, a social-first effort that trades the usual studio polish for a sunlit Malibu ranch, complete with horses and a lot of California glow.

It's a smart pairing. Peck has built his whole career on a carefully constructed persona: the lonesome cowboy, part tribute and part theater. That sense of dress-up is exactly what UGG seems to be selling here. The message isn't "become a real rancher." It's closer to "borrow the look and have some fun with it."

The Shoes

Two styles anchor the campaign, both pulled from UGG's Western footwear collection.

The Lowmel Western sneaker takes the brand's existing sneaker shape and gives it frontier details. The Otzo Western clog does the same for the clog, a silhouette UGG has leaned into heavily in recent seasons. Across the pair, the materials do most of the storytelling: cow hair, suede, and hand-painted leather. Those textures push both shoes away from basic casualwear and toward something more costume-adjacent, in a good way.

Neither shoe is a traditional cowboy boot, and that's the point. They're familiar UGG shapes wearing Western clothing, which makes them an easier entry point for people who like the aesthetic but aren't ready to commit to pointed toes and a riding heel.

The Styling

The wardrobe around the footwear keeps things loose and lived-in. Think faded denim, corduroy, and relaxed tailoring rather than rodeo rhinestones. It's a softer, more laid-back version of Western dressing, one that fits the brand's comfort-first identity and doesn't compete with the shoes for attention.

Why It Works

Western style has been having a long moment in fashion, and plenty of brands have tried to cash in. What sets this campaign apart is that it doesn't pretend to be authentic workwear. By casting someone whose image is openly stylized, UGG frames the modern wrangler as a character, something you can step into for a day and step back out of when you're done.

Horses, ranch light, and a masked crooner might sound like a lot. But for a brand best known for sheepskin boots, it's a confident, playful way to stretch into new territory.