Smiley are delighted to announce the renewal of its license with Italian fashion brand Happiness that will see the launch of the second collaboration between these champions of positivity from high summer 2014.
This fast fashion range will debut at Pitti Uomo 86 in Florence from the 17-20 June 2014 and features collegiate inspired pieces for men & women. Bold black and yellow colours, with highlights of white feature heavily. Sports-luxe styling includes sweat pants, loose vests, casual shorts, swimwear and mesh t-shirts and the original Smiley has a linear deconstruction.
Speaking about the deal Smiley CEO, Nicolas Loufrani said, “Happiness is a brand that shares a common ethos with Smiley, to create premium streetwear products aimed at spreading positivity around the world. I am personally delighted that we have been able to renew our license with them after such a successful AW13 campaign.”
Products will be distributed through Happiness stores across Italy and on the happiness10.com website.
Throughout April, Smiley has been showcasing its current and new collections to prestigious fashion and lifestyle press in Europe, cementing its place in the industry as a truly global brand.
As well as our in-house Smiley London apparel range, press also previewed the AW14 collection by Spanish designer Carlos Diez for Smiley, Happy Sports, the latest Smiley sportswear, a new collaboration between Smiley and Italian fashion brand Happiness and Smiley World ‘back to school’ products.
Press were treated to delicious canapés, cocktails and cupcakes in each of our European PR agency showrooms, in fashion capitals including Madrid, Milan and Paris.
With so many new launches coming up, we almost want it to be Autumn already!
The Smiley face was forever immortalised as the iconic image of the acid house music movement in the 1980s. During this ground breaking time for global dance music and club culture, the Smiley image was adopted by almost every clubber and raver globally and adorned every dance floor from London to Chicago.
This was the beginning of a special relationship between house music and Smiley that has spanned over 25 years and remains as strong today as it was back in the day.
On Saturday 5th April, superstar EDM DJ Steve Aoki performed an epic gig at the Victoria Warehouse in Manchester, where he rocked a Smiley London t-shirt from the new SS14 collection!
Get yours here.
The new menswear styles drew inspiration from a pop-art theme and was received with great enthusiasm by the audience and fashion press alike.
SmileyWorld continues to be the bestselling brand across Splash stores in 2014.
The product collaboration between the Landmark Group, Splash and SmileyWorld launched in 2011 with a product offering of men’s, women’s and accessories across several Middle East stores, and has been growing successfully ever since.
In this short time, SmileyWorld has established itself as the shops best selling brand, with SmileyWorld menswear the number 1 trading brand in store, and womenswear a close second, against some of the biggest names in high street fashion from across the world.