We’ve Moved!





We’ve moved!

Head to blog.smiley.com to see all our latest content from SmileyHQ.

We’ve moved to the new blog to help us connect better with you on a more reliable platform. There’s also a new awesome design that we think you will love, so head over now to blog.smiley.com!


SmileyWorld are pleased to continue their apparel partnership in China with licensee Yihua, and will present a trade preview of the SS15 collection this month.

Following positive feedback and buy-ins of the AW14 collection, which launches across almost 100 department stores in China this Autumn, Smiley continue its planned expansion into the Asian market and will open up to 200 freestanding SmilyWorld stores within 5 years. In addition, the new SS15 collection is expected to be stocked in 200 shop-in-shops next year.

From cut-off shorts and patterned jeans, to colourful crop tops and slogan t-shirts, the new collection uses a summery pastel colour palette with highlights of black and white, and pops of yellow provided by the Smiley face.

The new SS15 range for kids will be shown on August 12th-14th, and for adults on August 20th-22nd, at the Yihua head office in Shanghai.


Get your summer Smiley on!

Here at Smiley we love it when people get as excited about our products as we do, so we are delighted that fashion blogger Miss SJ has written about our new leopard print cap on her blog.

We think she looks fabulous!

Screen Shot 2014-08-05 at 10.23.31

Screen Shot 2014-08-05 at 10.23.40

Smiley x Etam new collection launches in Paris

The new Smiley x Etam collection has launched! Adorning windows across Etam stores in Paris last week, the range features chic and comfortable nightwear and loungewear in pretty pink, soft grey and fresh white.

The iconic Smiley face is embellished in sparkling silver and fuschia sequins across the range, making this special nightwear collection everything you need for a perfect night in!

Smiley pour Etam collection


Smiley is entering into a partnership with fashion brand I.T. CHOCOOLATE on a new apparel and accessories collection.

 smiley by caco fashion outfits

Launching on August 15th across 20 :CHOCOOLATE stores in Hong Kong and Macao, the range will also launch in :CHOCOOLATE stores across  China, Taiwan, Singapore and Canada later this month.

Featuring a colour palette of black, white and grey, with colour pops of yellow, sweaters, t-shirts and leggings all include the iconic Smiley logo in graphic prints. The range is aimed at adults and kids who want to add happy, fun and casual pieces to their wardrobes.

Accessories such as bags, caps and towels all complement the range and complete the look. Prices range from HK$99 – HK$279.

To celebrate the launch, :CHOCOOLATE will be holding in-store promotions and giveaways, including a free towel for customers when spending over HK$600.



Launched in 2006, :CHOCOOLATE is a brand that provides everyday’s wear with superior fit and great looks for individuals. It is tailored for the forward thinking group that have definite core values and position in life, updated from well-rounded exposure yet are down-to earth and unpretentious and appreciate the originality and quality in life.

In Fall/Winter 2011, the brand expanded across the lifestyle category that focused on bringing a simple and tasteful living style to those who embrace minimalism.



For the AW14 season, SmileyWorld have partnered with fashion bags licensee Guangzhou Qiankun to release a new collection of fashion bags and accessories in China.

The collection was previewed by trade and industry insiders on July 28th at the Reed Huabai trade show in Shanghai, where over 50 SmileyWorld designs were showcased.

A bold colour palette of yellow, red, black and white, with flashes of grey and blue, has been used across shoulder bags, backpacks, oversize totes, clutch bags and ipad cases. Designs include camouflage, graffiti, animal and all over Smiley prints, as well as references to countries and cities in the World, such as the British Union Jack and American flags, and London & New York slogans.

The collection is aimed at young adults, and will launch later this year in freestanding SmileyWorld franchised bag stores across China, opened by Guangzhou Quinakun, as well as over 200 SmileyWorld apparel stores opened by franchise partner Shanghai Yihua.


smileyworld bag collection smileyworld accessories


Smiley launch new hats for AW14

Following on from the success and sell-out of last season’s hats, Smiley present two new designs for AW14.

Loved by fashion bloggers and Ibiza dj’s alike, complete your outfit and stand out from the crowd this season with a new Smiley cap.

Bring out your inner animal with on trend leopard print, with a colour pop of yellow provided by the iconic Smiley face, or go for a slick monochrome style with a bold SMILEY slogan. 

Available now on smiley.com