Golden Goose CEO Redefines Luxury: It's All About Memories, Not Just Products
What truly elevates a product to the realm of luxury? According to Silvio Campara, the chief executive of Italian luxury brand Golden Goose, the answer lies in "Memories." This philosophy is at the heart of a brand renowned for its handcrafted, distressed sneakers adorned with a shiny star, designed to celebrate life's imperfections and authenticity through a lived-in aesthetic.
Golden Goose's Strategic Entry into the Indian Market
Campara recently visited India for the launch of Golden Goose's Mumbai store, marking a significant step in the brand's expansion. Having first entered India in 2024, the brand now operates three stores across the country, with locations in Delhi and Bengaluru. The Mumbai launch was particularly notable for unveiling a special sneaker co-designed with celebrated Indian fashion designer Manish Malhotra, blending Italian craftsmanship with local artistry.
Elaborating on his "memories" concept, Campara highlights the brand's unique offering: customers worldwide can visit any of its 220-plus stores to customize their sneakers with artwork, embellishments, charms, and brooches. This approach transforms consumers into co-creators of their purchases, fostering a deeper emotional connection.
India: A Young and Culturally Rich Luxury Hub
In an exclusive interview, Campara shared insights on the evolving sneaker landscape, the Indian consumer, and why the future of luxury prioritizes experiences over constant product novelty. He emphasized India's immense potential, noting that with an average consumer age of 24, compared to 39 in the US and Europe, the country is poised to become the next major luxury hub. This youthful demographic, coupled with growing aspirations and spending power, drives innovation while India's ancient cultural traditions provide a grounding force.
"Fashion mirrors society," Campara stated, pointing to demographic shifts as a key influence. "India is young, which pushes you to innovate, as well as old, which makes you want to stick to traditions. That tension is powerful; it's the same tension Golden Goose is built on."
Direct Market Entry and Community-Centric Approach
Unlike many international luxury brands that partner with local conglomerates, Golden Goose chose a direct entry into India. Campara explained this decision stems from a desire to understand the Indian way of consuming luxury without intermediaries. "India is just 0.0 nothing percent of my revenue right now, and that's fine," he said, prioritizing people over numbers. He expressed confidence in seeing results within three years, noting that Indian consumers are already familiar with the brand from their global travels.
Addressing the booming sneaker market in India, Campara outlined a growth strategy focused on amplifying the brand's message domestically. He highlighted that while not all of India's population may be immediate customers, they are aspirational targets. "Luxury is no longer just about the product. It's about the emotional connection," he added, emphasizing that younger consumers, especially Indians, seek community and self-expression.
Building a Love Brand Through Listening and Innovation
Campara described Golden Goose as a "love brand" centered on listening to customers rather than dictating trends. "We don't do fashion shows, billboards, all those things. We've been erasing the fashion risk completely," he said. The brand eschews a single designer, instead empowering customers to be designers of their own products through customization. "As soon as you are involved in the creative process, the item is not anymore a product. It becomes a memory," he explained, contrasting this with other luxury brands that build desirability around their products.
Golden Goose also focuses on sustainability through a repair program launched in 2022, encouraging customers to cherish and maintain their sneakers. Additionally, the brand is integrating AI into the design process, recently collaborating with Google's Gemini to help customers co-create via AI, starting in the US and Europe before expanding to other markets.
The Future of Sneakers: Experiences Over Novelty
Looking ahead to 2026, Campara predicts that the sneaker space will not be driven by new product launches but by the experiences they offer. "I don't think the world is looking for the next new sneaker," he said, noting that while many brands focus on performance, consumers crave meaningful interactions and personal stories through their footwear.
In summary, Silvio Campara's vision for Golden Goose redefines luxury as a blend of memories, customization, and community, positioning the brand uniquely in India's dynamic market and beyond.
