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!

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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.