Synsam appoints Carola Häggkvist as ambassador for upcoming eyewear collection

Swedish optical retailer Synsam has announced a partnership with singer Carola Häggkvist, naming her the company’s new brand ambassador. As part of this collaboration, Häggkvist will work with Synsam’s design team to develop an exclusive collection of prescription glasses and sunglasses. Design work begins in autumn 2026, with the collection scheduled for launch in early 2027 across Synsam’s Nordic stores and online platform. The initiative follows previous ambassadorships with athletes like Erling Haaland and aims to blend Häggkvist’s personal style with Scandinavian design aesthetics. Some pieces will be produced at Synsam Group’s innovation center on Frösön. Susanne Westford, Synsam’s marketing director, stated that these collaborations support their strategy of creating exclusive collections with profiled individuals.