MILAN — In a first collaboration of this kind, Golden Goose is launching a new Mickey & Friends Collection with Disney, which will bow Tuesday.
“We are pairing this capsule with immersive in-store experiences through a global co-creation tour to personalize our products with Disney artist cartoonists and our Dream Makers artisans,” Silvio Campara, chief executive officer of the Italian brand, enthused in an interview.
Campara has long emphasized the importance of self-expression and co-creation and this is yet another development in alignment with his views. “The capsule celebrates creativity, imagination and the power of dreaming. It brings happiness, lifts us away from daily challenges, helps us dream, and what better partner than Disney to dream? We have defined ourselves dreamers for the past 26 years, and the message with Disney is let’s stay together, help adults feel like children again and children feel like adults and enjoy the moment.”
Campara also highlighted Golden Goose’s “respect and love” for Disney, and that the capsule celebrates the entertainment conglomerate’s history and how the two companies share the same values. In fact, he underscored the “very elevated” level of the capsule, linking with Disney’s expert cartoonists.
“Mickey Mouse has long inspired artists, designers and fans, transcending trends and generations through his timeless appeal,” said Liz Shortreed, senior vice president, global softlines, Disney Consumer Products. “Disney and Golden Goose share a passion for creativity and imagination, and together we’ve created a collection that reimagines Mickey & Friends through a fresh creative lens, transforming iconic storytelling into a personal expression of style.”
An image from the Golden Goose and Disney capsule campaign.
The capsule applies iconic character designs to signature Golden Goose pieces across ready-to-wear, accessories and the signature Super-Star sneaker.
The sneaker is reimagined in vintage-inspired gray suede with a white leather star, and is available for men, women and kids.
The collection also includes an oversize reversible bomber jacket, washed and distressed sweatshirts and T-shirts, a polo, baseball caps and dedicated kids’ pieces.
The level of personalization and co-creation is upped through several options of Disney-inspired patches, pins, charms and embellished lace sets with screen-printed Disney graphics. “The designs are created specifically for Golden Goose and, through co-creation, they become unique,” Campara said. “Through space-inspired artworks, the Disney/Golden Goose campaign explores the intersection of fantasy and reality.”
Campara enthused about the co-creation tour in Golden Goose stores with the brand’s artisans and Disney artist cartoonists across key cities including Costa Mesa, Calif.; New York City; Miami and Orlando, Fla.; Mexico City; Milan; Paris; London; Shanghai, Beijing and Chengdu, China; Tokyo, and Seoul, among others. The co-creation tour will kick off Wednesday at the Golden Goose South Coast Plaza store in Costa Mesa, with global events to run through early December.
An image from the Golden Goose and Disney capsule campaign.
The artists will also create live illustrations featuring Mickey & Friends on co-branded cards for customers to take home.
Golden Goose’s artisans will host Disney-inspired workshops, including building Mickey Mouse ears, coloring Disney comic-book illustrations, and creating custom keychains, among others.
The in-store experience will feature a special gift: a co-branded Mickey & Friends balloon created for the collaboration.
Golden Goose is present in the Americas, Europe, the Middle East and APAC, with 232 stores and a strong online and wholesale distribution. The company is gearing up to open a flagship in Milan at the former Garage Traversi on Jan. 14 during Milan Men’s Fashion Week after two years of works.
As reported, the brand continued to deliver strong growth in the first half, supported by continued acceleration of its direct-to-consumer channel and double-digit gains across all regions.
In the six months ended June 30, revenues rose 15 percent to 380.4 million euros, compared with 342.1 million euros in the same period last year. Sales in the second quarter were up 19 percent.
Figures were reported at constant currency. Direct-to-consumer revenues climbed 22 percent to 309.6 million euros, representing 81 percent of the total.
