Helmstedt is the latest buzzy brand to team up with UGG, presenting winter-ready boots adorned with the Danish brand’s signature motifs
Attendees of Helmstedt’s autumn/winter ’24 show last week might have noticed some familiar footwear. Paired with the treasure hunt-themed collection – which found updated iterations of some of Helmstedt’s greatest hits – were trusty UGGs. For the occasion, designer Emilie Helmstedt adorned the latest offering from the UGGExtreme collection – boots meant to withstand temperatures as low as minus 32 degrees – with playful beaded piping. It’s a fitting choice, given that founder Emilie Helmstedt is known to rock a pair of UGs with head-to-toe printed sets of her own design.
“I wear UGGs every day, firmly embracing the fusion of style and fashion with practicality,” says Helmstedt. “Additionally, my regular body temperature tends to be quite cold, particularly in my feet.” In the accompanying images, we find familiar Helmstedt motifs – strawberries, aliens, mushrooms and clouds – rendered in beaded charms, hanging off the boots’ laces. Elsewhere, the classic brown mini with a platform sole is paired with signature Helmstedt knit sets.
Helmstedt is just the latest in a slew of pitch-perfect UGG collaborators, a growing list that proves the California-based brand knows a thing or two about buzzy emerging designers. First there was Y/Project, then Telfar – a link-up that continues to serve – followed by Palace and Chopova Lowena. UGG’s growing roster is a who’s who of cult designers with cult followings. Helmstedt perfectly fits the bill.