UGG celebrated the arrival of its new Fall/Winter 2026 collection with the UGG SEASON EVENT, a remarkable two-day experience dedicated to fashion, music, and creative expression, held on October 16 and 17 at the industrial FIAT venue in Athens. Marking the pan-European launch of the new collection and the global “Born to Feel” campaign, UGG crafted an immersive fashion and lifestyle experience, inviting guests to discover the brand’s world through interactive experiences, creative activities, and live music.
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UGG: A stunning setting
For two days, the venue was transformed into a breathtaking setting, featuring warm earthy tones, autumn leaves, and cozy details that perfectly captured UGG’s signature aesthetic and comfort. The showstoppers were two striking statement photo installations: an oversized maple leaf-shaped armchair and a spectacular swing set framed by a magnificent autumn leaf backdrop. Both became the ultimate photo spots of the two-day event, inviting guests to capture their own UGG moments.
The first day, Friday October 16, was dedicated to journalists, influencers, content creators, and personalities from the worlds of fashion, music, and entertainment, who had the opportunity to experience the new collection up close and enjoy an evening filled with creativity and music. DJ Nick Jojo handled the musical direction, delivering a dynamic set of contemporary tracks that set the perfect tone for the evening and kept the energy sky-high.
On Saturday October 17, UGG SEASON opened its doors to the public, giving everyone the chance to live the brand experience through a full-day programme of free creative workshops, interactive games, giveaways, and music.
Four unique creative workshops
At the heart of the two-day event were four unique creative workshops, designed to spark imagination, experimentation, and personal expression. At Autumn Embossing, participants created personalised accessories by imprinting autumn designs onto keychains and luggage tags using heat embossing techniques. At Ceramics Painting, they transformed ceramic vases into one-of-a-kind creations using paints and natural leaves, while at Wax Melt Making guests crafted aromatic soy wax melts inspired by the shapes and scents of autumn.
Music took on its own creative dimension through the UGG Music Studio, an interactive workshop led by DJ Baby Jones, where visitors experimented with sounds, beats, vocals, and musical instruments, taking part in the creation of an original music track. Each workshop gave participants the opportunity to create something personal, turning their visit into an experience they could take home with them.
The experience was rounded out by interactive games, with the giant wooden SCORE 4 and the UGG Wheel of Fortune taking centre stage, adding a playful dimension to the event. Guests tried their luck to win UGG prizes and surprises, ranging from tote bags and coffee tumblers to exclusive discount vouchers and accessories.
The cocktail experience
A standout feature of the event was The Famous Grouse, which took charge of the cocktail experience, offering guests signature cocktails crafted around the beloved Scotch whisky. The distinctive flavours and aromas of the cocktails perfectly complemented the autumnal atmosphere, adding a special touch to the overall guest experience.
Music continued to set the rhythm on the second day as well, with MAD Radio 106.2 broadcasting live from the event venue. Katerina Peftitsi and Yannis Chatzigeorgiou brought the pulse of UGG SEASON to listeners through a special live broadcast packed with music, energy, and audience interaction.
The event was attended by well-known figures from the worlds of music, fashion, television, and lifestyle, including Saske, FY, Josephine, Natasha Kay, Betty Maggira, Aris Kavatzikis, Giorgos Karavas, Agisilaos Mikelatos, Evangelia Platanioti, Anastasia Marinakου, Kostas Martakis, and many more friends of the brand.
With the UGG SEASON EVENT, UGG brought the “Born to Feel” philosophy closer to its audience, creating a space where fashion met creativity, music, and personal expression. A two-day celebration that highlighted the brand’s authentic identity and turned the presentation of the new collection into a truly immersive experience.
The new UGG Fall/Winter 2026 collection is available at the UGG Store, Anagnostopoulou 4, Kolonaki, as well as at selected stores throughout Greece.
UGG’s official representative in Greece, Cyprus, Romania, and Bulgaria is the Fais Group.
