Fashion is an ever-evolving landscape where trends oscillate between ubiquity and obscurity with dizzying speed. A prime example of this cyclical nature is the iconic Golden Goose Super-Star sneakers. The brand first gained traction in the late 2010s, riding the “fashion trainer” wave. Celebrities such as Taylor Swift, Reese Witherspoon, and Selena Gomez were frequently photographed in the brand’s signature star-emblazoned sneakers, often opting for the pre-distressed versions that eschewed the pristine, box-fresh aesthetic in favor of a lived-in, rebellious charm.
Initially celebrated for their comfort and practicality, the sneakers became a staple among the “yummy mummy” set, adorning the feet of stylish mothers from Notting Hill to Brooklyn Heights as they shuttled between Pilates classes and school runs. However, as with many trends that achieve mainstream saturation, the fashion elite began to distance themselves. Lauren Sherman, a respected fashion journalist and industry oracle, recently declared in her influential newsletter, Line Sheet, that the Golden Goose Super-Star had run its course, writing, “Thank goodness, they’re over.”
Stylist and brand consultant Flossie Strickland echoes this sentiment, stating, “I’ve never understood the allure of Golden Goose Super-Stars. The pre-scuffed aesthetic feels contrived, and the signature star motif strikes me as juvenile and lacking sophistication. As a stylist, I pride myself on embracing innovative trends, but I fail to see the appeal of investing in footwear that appears worn-out before it even hits the pavement. For a similar price point, I’d recommend the Maison Margiela Replica sneaker or the Loewe Ballet Runner, both of which offer an understated yet elevated aesthetic.”
Yet, the tides of fashion are notoriously unpredictable. Golden Goose’s latest campaign, titled Born To Be A Super-Star, features none other than Jane Fonda, the 87-year-old actress, activist, and enduring style icon. Styled by Gro Curtis, the brand’s official stylist, alongside Fonda’s longtime collaborator Cristina Ehrlich, the campaign showcases Fonda in a series of effortlessly chic ensembles. In one shot, she dons a loose-fitting black trouser suit, while in another, she pairs a white tuxedo with a contrasting black leather jacket draped over her shoulders. The pièce de résistance, however, is her ankle-length red, white, and blue striped socks—a subtle nod to Gen Z’s penchant for bold hosiery.
The campaign also features a diverse cast of trailblazers, including Australian skateboarder and double Olympic gold medalist Keegan Palmer, Italian Paralympic athlete Alessandro Ossola, American restaurateur Joe Bastianich, and stylist Cristina Ehrlich. This inclusive approach underscores the brand’s commitment to universality and timeless appeal.
The Super-Star’s resurgence is emblematic of the cyclical nature of footwear trends. Consider the Adidas Samba, which experienced a dramatic fall from grace after former UK Prime Minister Rishi Sunak paired them with a navy trouser suit—a sartorial misstep that sparked widespread ridicule and a subsequent decline in sales. According to Klarna, sales of the Samba dropped by 11% in the month following Sunak’s faux pas. Yet, recent data from the Instagram account Data But Make It Fashion reveals a 20% increase in positive sentiment around the Samba this month, proving that fashion’s memory is as fleeting as it is forgiving.
Similarly, Uggs have undergone a remarkable renaissance. Once the go-to footwear for early 2000s college students and A-listers like Sienna Miller and Kate Moss, the brand fell out of favor due to overexposure and their impracticality in wet weather (they were originally designed as indoor slippers). However, recent innovations, including heeled styles, have reignited interest, with Jennifer Lopez among the celebrities championing their revival. According to Footwear News, Uggs saw a 16.1% increase in sales in the final quarter of last year, generating £980 million in revenue.
While some styles deserve to remain relics of fashion history (gladiator sandals, anyone?), others are ripe for rediscovery. Steve Madden’s Y2K-era slip-on platform sandals, affectionately dubbed “slinkys,” and Vivienne Westwood’s iconic pirate boots are prime candidates for a modern revival. Perhaps Golden Goose could enlist Jane Fonda to model these next.
Our Top Picks from the Campaign
- Classic White with Grey Suede Inserts: As modeled by Fonda, this iteration features a gold glitter star, offering a fresh take on the iconic design. Perfect for elevating casual ensembles.
- Black Leather with Zebra Print Star: Swap the pre-distressed look for this sleek black leather pair, featuring a playful zebra print star for a contemporary edge.
- Rust Effect Star and Heel: Embrace the resurgence of red accessories with these Super-Stars, which subtly incorporate the trend through a rust-effect star and heel detail.
In the ever-shifting world of fashion, Golden Goose’s Super-Star sneakers remind us that even the most polarizing designs can find their way back into the spotlight. With Jane Fonda leading the charge, the brand’s latest campaign may just reignite the fervor for this divisive yet enduring style.