Fashion thrives on reinvention, and few pieces illustrate this better than the Golden Goose Super-Star sneakers. The luxury sneaker brand, once the darling of fashion-forward celebrities and the affluent Pilates crowd, has had its fair share of ups and downs in the trend cycle. But with Jane Fonda now championing the brand in its latest campaign, could this be the moment the infamous scuffed-up trainers reclaim their place on the style throne?
Golden Goose History
Golden Goose first seduced the masses in the late 2010s. Fashion-conscious A-listers, from Taylor Swift to Selena Gomez, paraded around in the brand’s signature distressed sneakers. The deliberate wear-and-tear look—a rebellion against box-fresh perfection—was their calling card. These weren’t just shoes; they were a nonchalant middle finger to the pristine, squeaky-clean sneaker culture. Soon enough, they became the uniform of the chic and well-heeled, particularly among the glamorous mums of Notting Hill and Brooklyn Heights. Pilates, oat-milk lattes, and Golden Goose Super-Stars formed the holy trinity of their daily routine.
Predictably, the fashion elite eventually turned their noses up at them. The trainer’s overexposure meant its exclusivity faded, and style purists started dismissing them as passé. Fashion critic Lauren Sherman even declared their demise in her newsletter, “thank goodness.” Stylist Flossie Saunders couldn’t comprehend their appeal either, branding them childish and overpriced. In her eyes, spending nearly £500 on a pre-battered sneaker was akin to purchasing designer denim with intentional rips. A pair of Maison Margiela Replicas or Loewe Ballet Runners, she argued, would deliver sophistication without the forced irony.
The Brand’s 25th-Anniversary Campaign
Yet, in true fashion-cycle form, Golden Goose is rising from the ashes once more. The brand’s 25th-anniversary campaign, “Born To Be A Super-Star,” is fronted by none other than Jane Fonda. At 87, the legendary actress, activist, and eternal style icon is redefining what it means to be effortlessly cool. The campaign, styled by Gro Curtis with input from Fonda’s personal stylist Cristina Ehrlich, showcases her in commanding ensembles that exude a power only decades of confidence can bring. One moment, she’s in a fluid black trouser suit; the next, a crisp white tux with a black leather jacket draped over her shoulders. The pièce de résistance? A pair of ankle-grazing, red-white-and-blue striped socks—a cheeky nod to Gen Z’s current obsession with statement hosiery. If there’s anyone who can elevate a controversial sneaker, it’s Jane Fonda.
The campaign isn’t just about Fonda’s star power. Golden Goose has assembled an eclectic cast of cultural game-changers, including Olympic skateboarder Keegan Palmer, Italian Paralympic athlete Alessandro Ossola, and American restaurateur Joe Bastianich. The message?
These sneakers transcend age, profession, and lifestyle. They’re not just a fashion statement; they’re a badge of individuality.
Is Jane at the end of her Victory Tour in life?
Trainers Are Comfortable
Fashion’s fickle nature means that today’s pariah could be tomorrow’s cult favorite. The Adidas Samba, for instance, was momentarily cancelled when Rishi Sunak dared to pair his with a navy trouser suit. The backlash was swift, and for a moment, the once-coveted sneaker seemed doomed. But as quickly as it fell from grace, it reclaimed its title as a must-have, bolstered by exclusive collaborations and an unwavering fan base. Golden Goose could very well follow the same trajectory.
Jane Fonda’s involvement isn’t just about celebrity endorsement—it’s about attitude. She’s a woman who has never shied away from reinvention, activism, or pushing boundaries. Her presence in the campaign signals a broader cultural shift: authenticity over trends, confidence over conformity. It’s less about chasing the latest “it” shoe and more about embracing style on your own terms.
For those still on the fence about Golden Goose, Fonda’s effortlessly chic styling offers a new perspective.
The Super-Star in classic white with grey suede inserts and a gold glitter star is a refined take on the original design. For those who lean toward the bold, the black nappa leather version with a zebra-print star and beige leather heel tab delivers a striking contrast. And for those who want a subtle nod to the resurging red trend, a rust-effect star and heel tab provide just the right amount of statement.
Fashion is cyclical, and nostalgia is a powerful thing. With Jane Fonda leading the charge, Golden Goose might just be poised for another triumphant comeback. Love them or loathe them, one thing is certain: they refuse to go quietly. And in an era where true style is about confidence rather than conformity, maybe that’s exactly what fashion needs right now.
You must be logged in to post a comment.