Co-Creation at Golden Goose Is On the Move and So Is 'Less I, More Us'

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Co-Creation at Golden Goose Is On the Move and So Is 'Less I, More Us'

Co-Creation at Golden Goose Is On the Move | So Is 'Less I, More Us'

Golden Goose differentiates itself in the global marketing universe, leading with action and real product, not only words. As a brand, it has always respected and tapped into a universal creative impulse of humans wanting to make things. ‘Golden Happens’ is a deeply personal message, within this reality and context.

Among creatives, there are varying degrees of an understanding that customers, clients and VICs increasingly act as the ultimate authentic intermediaries who reject the ‘empty words’ of corporate disruption, based on old models of the luxury brands business.

Today’s VICs are often traveling alongside us in their own minds. They want to experience synchronicity first hand, and not by reading fashion magazines or attending designer fashion shows.

The traditional concept of star designers and their — but usually HIS — muses is giving way to a much more creative and often democratic process that is horizontal and not vertical.

In the world of haute couture, VICs desire to know the makers, not only the designers. In the words of Maria Grazia Chiuri:

“Less I, More Us”

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Vogue India 'A Paradigm Shift' Explores Future of Craftsmanship in Post COVID-India

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Vogue India 'A Paradigm Shift' Explores Future of Craftsmanship in Post COVID-India AOC New Humanism

Vogue India explores ‘A Paradigm Shift’, the impact of COVID-19 on India’s apparel industry in general and the future of craftsmanship in general in this new world. Prihanka Kapadia celebrates the beautyof ‘made in India’ with heavy emphasis on India’s incredible handiwork. She speaks to 15 fashion experts about their plans going forward, as they discuss the impact of our new pandemic-driven pause on India’s fashion industry.

Bikramjit Bose photographs the fashion images, styled by Priyanka Kapadia. Models include Nandini, Kripali, and Anugraha at Feat Artists. Atelier photographs are by Avani Rai, Vidura Jang Bahadur, Sounak Banerjee, Aaditya Gangwar and Hashim Badani. / Hair and makeup by Mitesh Rajani