Synsam appoints Carola Häggkvist as ambassador, plans exclusive eyewear collection for early 2027

Synsam Group announced an exclusive collaboration with Swedish artist Carola Häggkvist, naming her a new brand ambassador. The partnership includes the development of a personal sunglasses and eyeglasses collection inspired by Scandinavian design, scheduled for launch in early 2027. This initiative follows Synsam’s earlier collaboration with Erling Haaland and aims to leverage high-profile identities to enhance its exclusive product lines. Design work begins this autumn, with parts of the collection manufactured at Synsam’s production center on Frösön, Sweden. The final products will be available exclusively through Synsam stores across the Nordic region and via the company’s e-commerce platform. Chief Marketing Officer Susanne Westford stated the strategy focuses on combining personal style with Synsam’s expertise in design and eye health.