The Rise and Rise of Golden Goose; an Interview with Mauro Maggioni, the APAC CEO of the brand

Just like the fairy tale by the Brothers Grimm, this Golden Goose has a happy ending; well, not exactly an ending considering the brand is just getting started in Singapore. Last month, the Italian luxury label launched their flagship store at Marina Bay Sands, following a pop-up in Paragon Shopping Centre. And this new boutique retails a good selection of apparel, accessories, and the limited edition shoe designs that were recently shown at Paris Fashion Week.

We had the privilege of speaking with Mauro Maggioni, the APAC CEO of the brand, about the rise of Golden Goose, its iconic Super-Star shoe, and what makes them so damn comfortable.

Above: Mauro Maggioni, APAC CEO of Golden Goose.

ADELE: Golden Goose has been called a “disrupter” in the luxury fashion industry. Can you share with us your thoughts on this label and do you believe that this is still the case today?

MAURO: Absolutely, yes. In Golden Goose, the disruption comes from a unicorn; a product that is an icon, something that is timeless. The Super-Star shoe is the icon and will ensure the brand will remain forever. That’s one element of disruption.

The second element, we don’t do fashion shows — even if we have a full collection of ready-to-wear as well as handbags. We don’t believe in a fashion show in terms of the product of the season. Our products are fabulous; even the ready-to-wear are pieces that you have to have in your wardrobe.

Above: golden goose embellished shirt.

The third part, I will say, which is probably the most important in terms of disruption, is that we don’t just push products. We don’t just release an exclusive, limited edition product. We co-create the product with the customer. So you don’t just buy a handbag — you buy a memorable experience, which is you making your unique, customised handbag that only you have. You create a memory with us.

Above: customisation of a pair of shoes in-store.

The customisation applies to the hand painting, charms that you can add, the kind of rope you can wrap around the handles; so those too can be customised.

Above: elements to customise Golden Goose items.

A: It’s been widely reported that the luxury fashion market is slowing down. Is Golden Goose affected by this market trend?

M: In terms of luxury fashion, the consumers are very discerning, and this is no longer the time of accumulation. It’s obvious that in shopping malls globally, traffic is shrinking. However [for Golden Goose], we have delivered in the second quarter, public numbers and double digit growth — 12% increase in business. So this is quite solid, and I think this is a payoff of the strategy; of the disruption elements that I mentioned earlier.

Above: SAVINA CHOW in golden goose.

A: Who is the Golden Goose customer?

M: I don’t have a persona in mind that’s absolutely clear. While I won’t say everybody, I would say the Golden Goose customer is somebody who shares the exact same values [of the brand] in terms of positivity, kindness, respect, as well as creativity, and the desire to put your own character into the product. To anybody who is happy to do that, that is a customer; and not everybody is like that.

Above: ADELINE TEO styled in a golden goose mens’ denim shirt.

A: You mentioned one of the attributes to be kindness. What do you mean by that in the context of the brand?

M: If you enter into a Golden Goose environment versus the multitude of places that you can go, the level of service is always very high, and you never feel a sense of distance; instead, you feel a sense of inclusivity.

We also like to offer some gestures of care to the clients, like a glass of wine, a surprise box of chocolates, or even a bunch of flowers to bring back home. It’s the feeling of being welcomed; the feeling of being respected, and listened to with a smile — with a true smile.

Above: MAVIS wearing golden goose.

A: For someone buying a pair of Golden Goose for the first time, which is the most iconic pair to own?

M: It is the Super-Star that is the brand’s first icon. It was created in 2007, way after the company was founded in 2000 by Alessandro and Francesca. It became a blockbuster because of the iconic element of looking distressed and dirty; and having a story to tell why it’s dirty, because there is something that happened with those shoes.

Above: the golden goose super-star shoes have become an icon and signature of the brand.

A: The distressed aesthetic from the brand — can you tell us more about it.

M: First of all, our shoes are made by hand; it takes four hours and something on average, to make one pair of shoes. And every pair of shoes is different because it’s made by hand; one pair is never equal to another. The materials used are also particularly precious and high quality, so the shoes are comfortable because of that.

Above: Women’s Forty2 sneaker, exclusive to the mbs store.

Furthermore, they’re durable, and in a way, they are forever to the extent that we offer a service of reparation. This is also part of our sustainability strategy to tell you, please don’t throw them away, keep them forever. We will repair them for you.

In a way, there is an emotional reason to be attached to that level of distress in your clothing, in your pants, in your shoes, in your bags; because again, it’s giving you a memory… offering you a moment that is joyful and that you want to bring back. You keep it with you forever through your product.

Above: special edition shoes worn by a long-time golden goose customer and fan.

A: I’ve been told by some friends that Golden Goose shoes are incredibly comfortable to wear. What makes them comfortable?

M: It’s the construction of the shoes as well the inner sole that you don’t see. It’s not just a cushion; it’s a higher heel and back that gives you an elevation. Last thing is, we don’t back to the lifting element. We don’t just want you to look good, the important thing is for you to feel good.