SMILEY LONDON: BORN OUT OF THE LONDON RAVE SCENE, IMMORTALISED AS THE ICON OF GLOBAL DANCE MUSIC CULTUREPosted: 07/11/2014
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.
Smiley London pays homage to over two decades of UK dance music and DJ culture, a capsule collection dedicated to the electronic movement.
For SS15 Smiley London launches a completely new interpretation of the Smiley face, with the entire collection consisting of monochrome styles and prints and an occasional trademark Smiley yellow colour pop.
Sublimation prints feature heavily across men’s and women’s crew neck t-shirts and loose vests, while transitional hoodies & jumpers are emblazoned with bold slogans. Snap back caps make a return, as well as an introduction for this season of a premium sweatpant.
Drawing influence from over two decades of block rocking beats, the unforgettable raves and the unique fashions that keep London at the forefront of street culture.
Smiley are delighted to return to this year’s Bread & Butter trade show in Berlin after a 2 year hiatus, to showcase the latest collections to the most influential buyers, designers, press and fashion insiders in the industry.
For SS15, Smiley will be launching its latest offering from premium streetwear collection Smiley London and debuting Smiley World ‘new icons’, an apparel collection inspired by digital emoticons.
Smiley will also be exhibiting its latest technical accessories including sunglasses, headphones and skateboards.
These Smiley collections all take inspiration from the brand key influences; music, urban street culture, and colour, each of which is reflected throughout the brands stand design, which incorporates bright yellow colours, metallic mannequins and metal fixtures, the stand also has a futuristic feel.
Bread & Butter is one of the biggest trade shows in Europe, with 600 brands exhibiting over 3 days from the 8th-10th July at Berlin Tempelhof, and a public viewing in the evenings. This internationally prevailing trade show provides a creative marketing and communication platform for selected brands, labels and designers from the progressive segment that is unrivalled throughout the world.
Presenting the happiest fashion collection of the season from two champions of positivity, the event showcased the new Autumn range and was attended by some of London’s most influential fashion, lifestyle and music industry insiders.
Featuring collegiate inspired pieces, the collection also uses bold black and yellow colours, with highlights of white and heavily influenced Sports-luxe styling. Items includes sweat pants, loose vests, casual shorts, swimwear and mesh t-shirts; the original Smiley has a linear deconstruction.
The Smiley x Happiness new collection launches in July, and with comfort and style top of our list, we can’t wait to get our hands on it!
After the great success of our recent Blogger Boxpark event to launch the Smiley London SS14 collection, Smiley has launched an incredible affiliate marketing programme that will cement the existing relation between the bloggers and the happy-lifestyle brand.
Events, product reviews, sweepstakes and much more are being organized to allow all our participating bloggers the chance to share and actively promote Smiley collection launches and digital campaigns.
So if you’re a blogger find out more about the Smiley Affiliate Programme by emailing: firstname.lastname@example.org