SMILEY debut’s at Milan Fashion Week: the popular yellow smiley face brand presents together with the Italian brand Happiness the new spring summer 2014 capsule collection, which reinterprets the spirit of Franklin Loufrani, father of the iconic smiling brand.
The location was Tortona Street in Milan, just in front of the White Trade Show, which has been inundated by international fashion journalists, who came to see the amazingly cool ‘Happiness gym’.
Guest of Happiness & Smiley stand included the popular champion bike trial rider Vittorio Brumotti, and the showgirl Giorgia Palmas, together with the international chef Carlo Cracco, who came with a hot dog van, to offer his speciality: Eggs a la Cracco Style. At the event, even the famous writer Nicolai Lilin, author of the best seller “Educazione Siberiana”, which is being made into a movie with the actor John Malkovich, in the hands of the popular director Gabriele Salvatores.
The capsule collection SMILEY & Happiness is a perfect match between SMILEY a club culture brand, which dominated the Londoner fashion in 90’s, and an Italian firm which is reinventing streetwear. SMILEY & Happiness collection is already available on My Closet store in Milan.
Milan Fashion Week has been for SMILEY the occasion to show in a special area of the HAPPINESS stand the new Smiley London spring summer collection 2014, urban inspired t-shirts and sweatshirt for men and women, available soon on www.smiley.com
MFW has been for SMILEY another occasion to party… we love it!
As part of Anya’s Hindmarch’s SS14 collection, a cheeky and Smiley inspired collaborative piece was launched at the end of her galactic catwalk show.
Drawing inspiration from the plastic bag made most famous in New York, Anya worked with Smiley to create a luxury python Smiley face shopping bag, printed with “Have a nice Day. Thank you!”
Presented from hanging wires, several of the must-have fashion accessories for 2013/14 were displayed between flying models and giant Smiley zorbals in the ceiling at the glamorous Central Hall in Westminster.
Named the ‘Happy Shopper’, it’s typical Anya’s British twist of humour to translate such a easily available plastic product into a desirable and limited edition piece which had heads turning on the final day of London Fashion Week.
For more information on the collection and Happy Shopper availability, visit http://www.anyahindmarch.com/
Electric Children is the name of the new spring, summer collection 2014 created by the upcoming design duo Fyodor Golan who chose SMILEY again for their sports luxe collection.
Drawn to an idea of flexible and energetic sportswear achieved through luxury fabrics, this season contadicts the traditional perspective of sportwear luxe….
Bright colours, like yellow and pink contrast with soft pastel hues of mint, baby blue and nude combined in various geometrical forms…
Once again Fyodor Golan and Smiley triumph at London Fashion week…..
Watch this space:
The Smiley Company invites You All to Milan Fashion Week 2013 to present the preview of the new Smiley London SS14 Collection and an exciting collaboration with ‘Happiness’, one of the coolest new brands on the scene in Italy and Los Angeles.
After riding for many generations, Smiley, the global symbol of Club Culture and House Music, does the rounds on the international fashion scene, spreading the free and rebellious spirit of 80’s and 90’s revival.
Come and discover hot Smiley trends and share the positive philosophy of an iconic logo and undisputed ambassador of happiness for over 40 years.
SMILEY & Happiness will be in Tortona Street N.31 by 21th to 23th of September.
Bring your smile and enjoy the party!
The spanish designer Carlos Díez opened the door to the popular and international magazine Grazia, to present his new collaboration with the iconic brand SMILEY.
Diez just loves Smiley: “Smiley is for everyone, allowing consumers to share their positive beliefs to stay on top of life. Smiley is a philosophy of life and wearing his clothes becomes itself a statement of who you are and how you face the world”.
Watch out for his new summer collection coming soon to the spanish market…
The collection is predominantly black, grey and yellow using such fabrics as denim,muslins,tulle with pleated silks and acrylics.
Serigraph prints and metallic applique are used to add extra sparkle….
We can’t wait to wear it…
After a string of successful fashion lifestyle focussed trade shows in the Far East; including Chic and Novomania; The Smiley Company moved it’s colourful and edgy brands further afield to the United States for the dominant fashion fair, Magic this August 19th-21st 2013.
Already a regular at landmark shows Bread & Butter Berlin, Who’s Next Paris and the licensing shows in London and Vegas; this is the first entry to Magic for the global brand of positivity and happiness.
Believed to be an organic transition, given the increased growth of brand sales and the fascination of the Smiley face trend for 2013/14, the timing has come perfectly for the company to re-focus its business in the United States.
Unlike shows in the past, this year saw Smiley take two stands to target specific demographics. Its youthful and expressive SmileyWorld Kids collection travelled to WWD Magic at the Las Vegas Convention Centre, while its edgy throwback to house music and 90’s lifestyle revival, Smiley London, travelled to the more adult orientated Project Magic at the Mandalay Bay Convention Centre.
Both locations have seen fantastic results introducing both US retailers and trade to the dynamic universes of their respective brands; showcasing full apparel collections and accessories including skateboards, headphones, sunglasses, mobile accessories and exclusive collaboration products such as the PONY X SMILEY limited edition sneakers.
Have a Smiley Day 🙂
Smiley and Etam together… again…
After the great success of the SS13 Collection and launching together in the Chinese market,
Smiley, the famous smiling yellow face brand, and the market leader of nightwear and lingerie sector, are launching a soft and comfortable collection to make you warmer this winter…
Bras and knickers, nightdresses, tops, pants, slippers and toiletry bags… All to make You smile!!
Discover the entire collection in the international Etam Stores and at http://www.etam.com!
And… Sweet Dreams!