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


SMILEYWORLD PARTNER WITH FASHION ACCESSORIES LICENSEE IN CHINA

 

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.

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Smiley Summer sale – now on!

Still looking for that perfect summer tee? How about a vest for upcoming festivals or holidays? Look no further, as the Smiley Summer Sale is now on!

 

Make your wardrobe happy with Smiley…

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SMILEY LONDON: BORN OUT OF THE LONDON RAVE SCENE, IMMORTALISED AS THE ICON OF GLOBAL DANCE MUSIC CULTURE

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.

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Smiley announce new license deal with Bic

Smiley are pleased to announce a new licensing deal with FMCG company Bic, which will see the famous disposable Bic lighters adorned with different Smiley face images and slogans.

The range will include 10 lighters and will launch in France  this July, priced between €1.60-€2.00

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Incidence opens pop-up store in Berlin

Smiley licensee Incidence has expanded its retail development with the opening of a pop-up store in Germany.

The shop is located in Berlin Bikini Shopping Centre close to the Zoo Garden and features the full range of Smiley World homeware products.

 

 

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Happiness takes over the Smiley store!

Smiley and Italian fashion brand Happiness launched their latest collaboration on Tuesday 17th June with an exclusive press and bloggers event at the Smiley flagship store in Boxpark, Shoreditch.

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!

 

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