Golden Goose x END.
In 2023, I got the opportunity to work on a special collaboration between Golden Goose and END. with Millinsky, supporting the launch of a limited-edition capsule collection. The project aimed to blend Golden Goose’s philosophy of “perfect imperfection” with END.'s contemporary streetwear edge — and bring it all to life through a curated in-store experience in Milan.
The Concept
For the collection, I worked with Paris-based creative Millinsky, known for his bold, text-driven visuals. The concept leaned into embracing flaws, celebrating individuality, and making fashion feel more like a dialogue than a product drop. Our challenge was to translate that idea visually — through social content, event branding, and digital storytelling — in a way that felt raw, expressive, and true to all three collaborators.
Photography credits: Golden Goose
What I Did
I designed a set of graphic patches that guests could use to customize their pieces during the event. These patches became the core interactive element at the store — letting visitors co-create and personalize their own versions of the collection. One of the featured phrases I developed, "FOREVER STARTS NOW," was not only used in the patches but also became part of the store’s physical branding — extending onto the store facade itself.
For the limited-edition collection, I created apparel graphics built around the phrase "DREAMS HAVE NO END." — a visual and verbal anchor that connected Golden Goose’s artistic ethos with END.’s bold streetwear voice. The pieces were designed to feel expressive, spontaneous, and emotionally charged — aligning with the broader “perfect imperfection” philosophy.
The Outcome
The collection launched in Milan on April 18th, 2023, and was available exclusively at the END. store during Milan Design Week. It drew in a high-energy crowd, blending fashion, community, and creative expression. Seeing my graphics move from product to physical space — and being used by people to customize their own items — was genuinely one of my favorite moments as a designer.
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