Aleali May is a sneaker and streetwear maven. Born in southern California, the 31-year-old style consultant, designer and model has solidified herself as a household name in the fields of luxury and hype. With a host of partnerships under her belt, including the now-infamous Satin Shadow Air Jordan 1, the fashion tour de force has collaborated with Jordan Brand multiple times and has become a regular face at fashion shows for brands such as Balmain, Louis Vuitton and Dior.
Showcasing her meticulously curated yet seemingly effortless style, May embarks on her latest venture by joining forces once again with footwear specilaists UGG. “When [they] reached out, I definitely didn’t think twice based on my first experience,” she explains over Zoom. “We shot the visuals in Canada in the snow, which was really cool.” Leading the brand’s new Winter Lifestyle and UGGextreme collections, each series sees May dismantle outdated gender norms and expand on the margins for women of colour with everything she touches.
Comprised of cold-weather boots, iconic UGG® classics, slippers, outerwear and lounge pieces, the latest drop brings a new feeling of freedom to the season. From the Maxxer Mini—a maxed-out boot style made with repurposed eco-suede upper and SugarSoleTM outsole—to the Plushy Sock Slipper and UGGfluff Peacoat, the resulting offering looks to deliver extreme protection, self expression and comfort through a seasonal lens, allowing the winter months to become a playground of expression both inside and out.
Speaking exclusively with Complex UK, we sat down with Aleali May to hear about her experience with working with UGG, her fashion inspirations and her personal journey within sneaker culture and design.
“I’m in this position because of the people that came before me. Now, it’s like, ‘What can I do to help move the needle forward, to bridge the gap between luxury and streetwear?’”
COMPLEX: How does it feel to be the face of the new Winter Lifestyle collection, and how did the relationship with UGG come about?
Aleali May: For this specific campaign, they reached out. I actually worked with UGG back in 2012 and both of the projects have been really fun shoots. In my first one, I highlighted a Californian collective; I had just moved back to LA and was going to college in Chicago at the time, so when that happened, it was really cool. To this day, I feel like it’s one of my best shoots because everything just flowed. It was the same thing with this shoot as well. Everyone working on the campaign was on board with the concept, so we knew how to communicate and get the job done.
The campaign includes UGG’s first-ever selection of performance-based footwear. What is your favourite model, and why?
I love a chunky boot so I’m really into all the styles from the UGGextreme range. When shooting, I felt like I was playing SSX Tricky; it’s an old snowboarding video game that a lot of kids around here used to play, which was a really good reference as to how I felt wearing the boots.
You’ve styled a number of celebrities throughout your career. Who would you say the new collection is for?
It’s definitely for the younger girls who are into their fur boots and skirts, for sure. But it’s also really just for everybody. You don’t have to be ultra-famous but you can still see someone like Doja Cat wearing it, or even just an internet girl.
Are there any specific materials, colours, or design elements you find yourself gravitating towards when working with UGG?
When I think of UGG, it’s definitely brown. I also think of shearing and suede, but I’m more so always thinking about how my foot feels inside the shoe, which is cosy. It’s like I don’t really have to wear a sock, but obviously I should. The feel of them is what I really look for, and then it’s the browns and different colours.
Can you share your thoughts on how UGG has evolved throughout the years, given its recent resurgence?
I really like the comeback, if you want to call it that, but I’d say they’ve always been around, especially in Los Angeles. I mean, if you were a surfer, you wore UGGs; if you were the Paris Hilton’s of the early 2000s, then you definitely wore a pair of UGGs. I think, even now, people are enjoying that sense of nostalgia that comes with fashion. Of course, if I’m going on a snow trip, then a pair of UGGs are a necessity.
Tell us about some of your personal fashion inspirations that have shaped your style.
My inspirations have always been based on women in the entertainment industry. I was born in 1992, at a time were computers were really just getting started. Even before Google Images came about, I was always looking at music videos or magazines just to check out what people had on. I’d have pictures of the Spice Girls, TLC, Destiny’s Child, Aaliyah—you name it. For me, I was looking at the type of women that I wanted to become. I guess it was more than fashion—it was their personality, too. Take the Spice Girls, for example: every girl got to choose their own character within the whole spectrum. Some days I would be Scary Spice and on other days, I would be Posh Spice [laughs]. I always looked at them as the type of women I wanted to be because of the confidence they showed through their own style. Naturally, I was a shy girl growing up and the best way to express myself was through clothes. It was also the same for a lot of girls my age. You would see them dressed in their little fan ’fits. It looked really good.
What kind of brands were you into, and are still wearing now?
Back then, clothes didn’t really cost as much. I was always eyeing up Juicy Couture, Coach, or a Micheal Kors watch. Obviously, we had a lot of streetwear, like Stüssy, but there was also a lot of women streetwear that was coming out at the time, like Married To The Mob. Pairing things like a pair of Vans with a Lacoste polo is the vibe that I grew up on. Louis Vuitton—who, at the time, had Marc Jacobs as a creative director—was really fun back then too. I’m still on my Rick Owens, although I kind of picked up on him in 2009/2010. It’s been great to see someone like that and follow their journey. I’m into designers not just based on their clothes, but also the aesthetic, people who are really being true to themselves so that when you buy a piece from them, it’s like you’re personally invested.
Tell me about the first pair of sneakers that kicked off your love for the culture.
People always knew me for wearing Jordans. My uncle used to gift me sneakers when I was very young; that’s where my love for kicks really began. It was the idea of buying a pair of shoes and experiencing that feeling of excitement and looking good. I then started getting recognised for wearing Jordan 1s and that became so prominent to the point where Jordan was like: “Hey! We want to get your opinion on some things.” The craziest question was, “If you ever designed, what silhouette would you do?” At the time, there weren’t a lot of Jordan 4 collaborations coming ou, so I was definitely nervous about pitching the holy grail of all shoes. It was that one collaboration that really got the attention of sneakerheads, and also a new crowd. I was also like: “Listen, if I want do a shoe, then I want to do it for Los Angeles.” I was able to incorporate elements that really reflected the area that I’m from; I took inspiration from fashion, the Los Angeles hockey team, as well as certain fabrics and colours. It was important for the collaboration to be more than just a leather shoe... Ultimately, it’s something that I never thought would happen, and to have the chance to make six more iterations is just crazy.
What sneakers are in your current rotation?
Listen! My shoe collection doesn’t just stop at sneakers—this girl has just as much boots as she does sneakers [laughs]. I have my series of shoes that range from a super chunky leather boot and then definitely some type of Jordan. Right now, I’m wearing a lot of Jordan 4s, and also the super high Air Force 1s in all-white. When I’m running errands, I’m definitely in a UGG boot; however, on a night out, it has to be a calf boot with a little heel.
How do you balance your various roles as a model, designer, and style consultant?
Number one has to be the power of saying no. I don’t want to waste my time on something where I could be dedicating it elsewhere. For me, it’s important to think whether something contributes to the overall goal I have in mind. Also: resting. When I’m at home and in my element, I can easily create outfits or designs. I’m always where the good food is. I might say no to the club, but if you invite me out for food, I’ll be there! I have a great time designing, even when I’m hitting a low. Personally, I’d rather not know what to do with something that I love, than something that I have to do and I don’t love.
As someone who is deeply involved in the sneaker world, what’s your take on the evolving relationship between sneakers and fashion?
Now, more than ever, it’s about people who are expressing themselves in different ways. Each shoe tells a different story, meaning it will appeal to different people and their styles. I think it’s a big focus now. It’s also about advancing the stories and technological parts of a shoe, taking these aspects and elevating them to a higher level with better products and fabrics.
What is the most valuable lesson you’ve learned about streetwear and sneaker culture?
For me—growing up in South Central, as a girl, coming from a Filipino and African-American background—it has always been in me, just being able to express myself in my clothes in a way that represents where I’m from and how I grew up. There’s definitely a lot of people, like the Dapper Dans and the Misa Hyltons of the world, who have come before me and put in the ground work. From there, it’s really segued into how I am here. I’m in this position because of the people that came before me. Now, it’s like, “What can I do to help move the needle forward, to bridge the gap between luxury and streetwear?” I mean, streetwear is luxury. We are a luxury. And it really is just a lifestyle. It’s about how we live and the things we experience everyday, then about putting that into a product or a project. There is no better feeling than seeing someone wearing your designs. It’s like even if they haven’t come from the same place, who they are wearing is super dope.
You can cop UGG brand’s new UGGextreme™ collection right now at UGG.com, UGG stores and select wholesale retailers worldwide.
