SmileyWorld has launched a new AW14 childrenswear collection, marking the brand’s first major release into the Chinese children’s apparel market.
The designs were showcased on July 23rd during a fashion show at Cool Kids Fashion Shanghai, one of the biggest kidswear trade shows in Asia, and were also presented on a specially designed SmileyWorld booth.
Following on from the SmileyWorld adult’s collection, which was previewed at Chic Beijing earlier this year, this new kids range will be aimed at boys and girls who want cool, comfortable clothing. Retail prices range from 199 RMB – 999 RMB, and will launch in 50 department stores around China this summer as shop-in-shops. Smiley also plan to open 150 freestanding Smiley World stores within 5 years.
For girls, colour pops of pink, yellow and purple feature on cute coats, fun dresses, jumpers, leggings and long sleeve tops. For boys, blue, mustard and red are the main colours on puffa jackets, warm hoodies, jeans and sweat pants.
The smiley face has been altered and reworked in a range of different emoticons across the entire collection, each design representing one of the many expressive icons that make up the ‘Express Yourself’ Smiley World collection.
Smiley is in China creating a fashion storm! CEO, Nicolas Loufrani is introducing Smiley with one of the most creative and colourful stand at CHIC Beijing Fair to the Chinese market. With new partnership set up in kidswear fashion with Impact, cashmere sector with Pearl Source and Jewelry with CHJ, the chinese country welcomes the Smiley and SmileyWorld brands to bring a refreshing and positive vibe.
Look at the pics 🙂