Deckers went public in October 1993 and in 1995 acquired UGG Australia. The move, engineered by Otto, has been described as a "... brilliant and lucrative business maneuver..." and "one of the great success stories within the consumer category." The UGG brand, with Deckers, gained market traction slowly, but after an Oprah Winfrey feature on a "Favorite Things show sales and popularity increased dramatically. UGGs soon became a fashion trend ingrained in popular culture with celebrities such as Kate Moss, Katy Perry, Gisele Bündchen, and Sarah Michelle Gellar all wearing the brand as well as being shown on "Sex and the City".