Swarovski x Golden Goose: the latest collaboration for GenZ
By Isabella Hübscher15 décembre 2022
After undergoing a significant rebranding in 2022, Swarovski has just launched its latest collaboration with high-end sneaker brand Golden Goose. Another step towards a new generation of customers.
On 13 December 2022, Swarovski’s platform for collaborations, Swarovski Creators Lab, announced its latest collaboration with Golden Goose, an Italian high-end sneaker brand founded in 2000 and popular for its distressed designs. The limited-release includes two new versions of the brand’s most recognisable Super-Star model, entirely embroidered with Swarovski crystals. Inspired by the skate scene in Venice Beach, California, the collaboration also includes an original skateboard.
The sparkling sneakers come in two colourways and are available in both men and women sizes, selling for 1850 euros. One model (gray) is limited to 250 pairs and sold across both companies’ websites, while the other colour (pink) is limited to 100 pairs and only available on Swarovski’s website and selected stores. The skateboard covered in crystals sells for 5000 euros.
The Swarovski Creators Lab is the company’s platform for designing uniquely collectible items in collaboration with brands around the world, creating products showcasing cutting-edge design and craftsmanship. Similar recent collaborations from the Swarovski Creators Lab include the brands Amina Muaddi and Aquazzura.
It is no secret that Swarovski has undergone a significant transformation in the last 18 months, from its leadership to its rebranding. After the resignation of the CEO Robert Buchbauer appointed in 2020 and the brand’s CFO in October 2021, the company announced the appointment of five, first ever independent, directors alongside three family members of the fifth generation. Indeed, founded by Daniel Swarovski in 1895, the Wattens, Austria–based company had historically always been run by his descendants. On July 4 2022, Alexis Nasard was appointed CEO of the brand, becoming the first leader from outside the family.
In 2022, Swarovski transformed its brand image, leaning towards more modern and colourful designs, and naming supermodel Bella Hadid as brand ambassador and the face of its latest campaigns. Conceived by Giovanna Engelbert, the brand’s first-ever creative director appointed in 2020, and photographed by Mert Alas and Marcus Piggott the brand message is clear: a transformative and fresh designs thought for a new generation.
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