Carola Häggkvist becomes new ambassador for Synsam - launches her own eyewear collection

Carola Häggkvist had her major breakthrough in "Melodifestivalen", Sweden's national selection for the Eurovision Song Contest, in 1983 and has since been one of the Nordic region's most successful artists. With a career spanning more than four decades and a strong position in both music and entertainment, she is a well-known figure in Scandinavia. In addition to her musical career, she is known for her personal style and strong visual expression.

- Earlier this year, we launched our collaboration with Erling Haaland, and we are now pleased to present Synsam's next ambassador: Carola Häggkvist. The collaboration is part of our strategy to develop our own exclusive collections together with high-profile individuals with a strong identity and personal style. Carola represents a unique combination of stage presence, authenticity and a strong personal expression that aligns well with Synsam's focus on design and eye health, says Susanne Westford, Chief Marketing Officer of Synsam Group.

A collection inspired by Carola's style
In her new role as ambassador, Carola is now beginning work on her collection, where her sense of style, vibrant expression and elegance will meet Synsam's design expertise. The collection is being developed in close collaboration with Synsam's design team, with a focus on Scandinavian design, carefully selected materials and thoughtfully considered colour details. Parts of the collection will be manufactured at Synsam Group's production and innovation center on Frösön, where the company has been developing and producing eyewear in Sweden for several years.

- It will be great fun to create a collection together with Synsam that reflects my own style and, eventually, to show it to both my audience and Synsam's customers. For me, sunglasses have always been an accessory that enhances your expression and brings out your personality even more. The fact that it is also Swedish design makes me an even prouder ambassador, says Carola Häggkvist.

The design and development work will begin in the autumn, and the collection will be launched in early 2027 in Synsam stores across the Nordic region and through the company's e-commerce platform.