London - London Fashion Week has revealed a number of surprise collaborations this season, but the next collaboration is perhaps the most unlikeliest yet. Preen by Thornton Bregazzi has teamed up with footwear label UGG for its London Fashion Week Spring/Summer 2017 show and unveiled an exclusive collection.
The two piece collection, which is said to have been inspired collaboratively by both brands, was revealed during Preen’s SS17 London Fashion Week catwalk show on Monday. Available in black and white, the two styles feature Treadlite by UGGTM technology to ensure the shoes are stylish, yet comfortable and wearable, according to a statement. The flatform style of the shoe features oversized bows to offer wearers a stand out silhouette, while the platform shoe features utilitarian straps, a chunky sole, complete with bow, which is said to offer “an urban cool to the edit.”
UGG teams up with Preen by Thornton Bregazzi for SS17 collection
"The shoes are part of ‘Tokyo Pastel Goths' and in part the seamless gloss of Jeff Koons manipulations of balloon and bow Art,” commented Justin Thornton and Thea Bregazzi, from Preen by Thornton Bregazzi in a statement. “We worked with UGG to develop runway shoes that are effortless and edgy, cute and tough, it’s all about the attitude.” The sandal style of the shoe is said to have been specially create to help dispels the publics perception that UGG only offers winter boots and slippers, and showcase the brand’s diversifying summer collection.
“I know many people will be surprised by this collaboration but we have wanted to work with Preen for some time as we saw a great fit with our core design values,” added Andrea O’Donnell, President, Fashion Lifestyle, Deckers Brands, parent company of UGG. “Much like us they have always done their own thing, regardless of trend and they continue to re-invent the idea of femininity. They have also really stretched our thinking on where we could take the UGG aesthetic and the product delivers a different fashion edge for us. We are really excited by the results and think our customers will be too. ￼￼”
The UGG x Preen by Thornton Bregazzi is set to launch in UGG stores and online in added to selected wholesale channels worldwide February 2017. Prices for the collection have yet to be revealed.