“You can’t show up half of yourself and do a good job.”
Born in Venice Beach, UGG has grown into a global cultural icon. Its Autumn/Winter 2025 campaign,
Iconic From the First Step, brings together a diverse mix of models, musicians, actors, and designers to explore creativity, collaboration, and community. Among them is Aweng Chuol, whose journey in the international fashion scene mirrors the campaign’s spirit. We spoke with her about identity, activism, and what it really means to be iconic.
Alexandra Schmidt: Looking back on your own path, which early experiences or memories set the course that led you to where you are today?
Aweng Chuol: One of my earliest memories that really shaped who I am was deciding to leave my hometown, Western Sydney, and step into the world of fashion. I had just finished high school and honestly thought I had other plans for my life, but it all worked out exceptionally well.
Can you recall a moment when you realized you were capable of more than you had expected?
There have been many moments like that, but one that really stands out is my very first fashion circuit, which I did on my own. That’s when I realized I was way more capable than I’d ever given myself credit for.
The word “iconic” is used so often in fashion that it can start to lose meaning. What does being iconic mean to you, beyond just image or fame?
For me, being iconic is about devotion. Devotion to your craft, to yourself. It’s about who you want to remember yourself as, long before the lights and cameras ever come on.
Beyond your work as a model and actor, you’re also an activist, using your voice for mental health awareness and LGBTQIA+ rights, especially for young people with refugee backgrounds. How does it feel to carry that responsibility and be seen as a symbol of hope?
It is a privilege to be able to hold the responsibility of speaking out on issues affecting communities I’m from, especially now with everything going on in the world; it feels so important. We have to keep our communities.
Your activism feels very personal and emotional. What gives you the strength to keep showing up even when the world feels heavy?
I think about future generations. They still need us to fight. And I think about those who came before me. I’ve always looked up to Waris Dirie and her work. I hope that the younger generation also have someone they look up to for activism & learning more about what is happening in our current world.
You’ve lived and worked across several continents, surrounded by different cultures and perspectives. How has that shaped your sense of belonging?
It’s taught me a lot about how important human connection is and how nuanced perspectives and experiences can be. I’ve become more understanding of people, and my sense of belonging has become more fluid. Home is wherever I feel understood, surrounded by the people who make me feel that way.
“For me, being iconic is about devotion. Devotion to your craft, to yourself.”
UGG celebrates not just its iconic designs but also the people behind them. Who has played that kind of role in your life?
I’ve been lucky to have an amazing group of friends who’ve shaped who I am. I honestly don’t know where I’d be without them. The person who has always pushed me the most & made sure I knew that the world has not ended yet is my cousin Juju. She has always stood by me through all my mistakes and wins.
The fashion world can be loud, fast-paced, and demanding. How do you stay connected to yourself amid all that noise?
Rituals are key. I meditate a lot, I spend time with friends who aren’t immersed in fashion, and I focus on taking care of my mental, spiritual, and physical health. You can’t show up half of yourself and do a good job. As I get older, I realize more and more that balance and control are what keep me connected.
UGG is about feeling good inside and out. What helps you create those moments of ease in your own life?
I dance in the rain, meditate, do movie marathons, and keep busy with hobbies. I surround myself with friends and loved ones and get massages. I’m a Venusian, double Libra with a Taurus moon, so self-care is definitely important when things get intense.
Numero Berlin
