Australian ugg boots are not considered fashionable in their countries of origin and are worn for warmth and comfort. Ugg boots in Australia are worn predominantly as slippers and associated with "daggy fashion sense, bogan behaviour" and the "outer suburbs" when worn in public. According to Australian fashion stylist Justin Craig: "The only people who get away with wearing them are models, who give out the message: 'I'm so beautiful, I can look good in any crap." The Deckers UGG brand emerged as a fashion trend in the US through Deckers' actions to promote it as a high fashion brand. Deckers solicited endorsements from celebrities such as Kate Hudson, Sarah Jessica Parker, Cameron Diaz, Leonardo DiCaprio and Jennifer Lopez, and product placements in television series such as "Sex and the City," and films such as "Raising Helen". This marketing campaign "led to an exponential growth in the brand's popularity and recognizability." The company reported US$689 million in UGG sales in 2008, almost a 50-fold increase from 1995.