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H&M unveils new streetwear collaboration with Smiley

Tom Shearsmith
15 November 2021

French fashion brand Smiley has unveiled a new streetwear collaboration with the fashion giant H&M, featuring "retro vibes" that highlight the 1990's street style.

The collection, designed for both men and women, includes tie-dye hoodies, loose-fit denim and relaxed joggers, t-shirts, rugby shirts and accessories. Items in the collection feature a distinct colour palette of light purple, teal, off-white, soft beige and solid black.

A large proportion of the collection has been made with sustainable materials, highlighting H&M's drive for sustainability and circularity across a variety of areas production and global supply chain.

The Smiley is a symbol of positivity that has influenced people around the world for almost 50 years, and a cult-status symbol within music, dance and art. Created in 1972 by French journalist Franklin Loufrani, The Smiley was launched as part of a happiness promotion in France Soir, using the icon to highlight good news stories.

Today, The Smiley Company is one of the world’s top 100 licensors, with over 420 licensee and retail partners globally to bring products to life across 14 categories.

Nicolas Loufrani, Smiley CEO, told "We are very proud of this global collaboration. The Smiley studio and our friends at H&M have done an incredible job at creating a very strong collection and a fantastic marketing campaign. It enables us to bring our upbeat, streetwear to young people all over the world, spreading our positive message to new audiences."

The Smiley x H&M collection will launch 30 November in selected stores and online.

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