Golden Goose's 20th anniversary book merges luxury print with QR codes

Golden Goose, the Venetian sneaker brand from Marghera, has released a luxury book for its 20th anniversary. The publication features founders, creative staff, artisans, and salespeople, with a cover in raw canvas stamped with gold foil, three paper types, and a shoelace bookmark with gold aluminum tips. Two gold-tinted QR codes link to online video and music content, making the book complementary to digital marketing rather than a replacement. This reflects a broader trend in fashion where brands like Chanel, Dior, Prada, and Loewe have revived direct mail during the pandemic, sending physical objects such as books, handwritten notes, and fabric samples to premium clients. The shift is partly driven by upcoming privacy changes from Apple, Google, and Facebook, which will complicate user profiling, and by the EU's Digital Markets Act addressing data rights. The article notes that digital marketing still faces unresolved issues, referencing Cambridge Analytica's 2018 illegal data collection of 50 million Facebook users and the 2021 leak of 533 million Facebook user data.