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Smiley celebrates 50th anniversary with 50 exclusive "Collector’s Edition" brand collaborations

Tom Bottomley
22 February 2022

In celebration of its 50th anniversary this year, Smiley is launching a carefully selected collection of 50 brand collaborations, available across the world through selected retail partners in 2022.

Partnering with graffiti artist André Saraiva, who has reimagined the famous logo exclusively for the 50th anniversary, Smiley enlisted the creative eye of Sarah Andelman, Co-founder of the Colette concept store in Paris (which closed its doors in December 2017), to curate the 50 collaborations across fashion, beauty, lifestyle and home.

The fashion and streetwear collaborations include Raf Simons (main image), Dsquared2, Michael Kors, Karl Lagerfeld, Joshua Sanders, Sandro, Paul Angels, Moschino, Lee Jeans, Reebok, Champion, New Era, Eastpak, Havaianas and Vilebrequin, while 212 by Carolina Herrera and Ciaté will provide a beauty edit.

Michael Kors bucket hat

The "Collector’s Edition" will be displayed and sold as part of Smiley takeovers of some of the world’s most influential department stores and retail chains, including all Urban Outfitters in the UK and Europe, Galeries Lafayette stores globally, Nordstrom Special Project stores in the US, Hanhwa Galleria in Korea, Aizel in Moscow, Palacia del Herro in Mexico and Cidade Jardim in Brazil.

Initially trademarked in 1972 by French journalist Franklin Loufrani, Smiley is one of the most recognisable icons in graphic design. In 1996, Loufrani’s son, Nicolas Loufrani, joined his father in launching The Smiley Company and registering the trademark rights and Smiley name in over 100 countries.

Joshua Sanders

Now a global brand that extends across fashion, homeware, food and beverage, Smiley boasts over 400 licensees which have included H&M, Bershka, Puma and Zara. Today Smiley generates retail sales in excess of $570 million, selling over 68 million units per year.

Smiley CEO, Nicolas Loufrani, commented: “After the challenging last couple of years, what better way to navigate out of these times with this campaign that aims to reverse a global smile deficit, spread positivity and fill the world with smiles in 2022. This campaign has proved that Smiley’s unique, creative and positive symbolism continues to inspire some of the most influential artists, brands and tastemakers across the globe.

“To ensure we encapsulated our complete brand lifestyle, we selected the best like- minded brands to create a unique iteration of their most iconic products using a style guide created from André Saraiva’s artworks. The best-in-class products include New Era for headwear, Reebok for sneakers, Eastpak for backpacks and Fossil for leather goods. for example. The brands will also drop a Smiley capsule through their own distribution globally giving substantial scale to Smiley’s campaign.”

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