Smiley heads to Bloomingdale's with Daydreamer LA apparel line

‘Thanks to all our high-end collaborations, the Smiley brand is seen all over the world as a strong fashion icon,’ says Smiley’s Nicolas Loufrani.
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Smiley is expanding its presence in the US market, thanks to its latest deal with licensee Daydreamer LA.

The collection, which will make its debut at US department store chain Bloomingdale's, will span distressed, over-dyed vest tops with choker neck detailing.

Nicolas Loufrani, CEO of Smiley, said: ”We are very happy to see Smiley back at Bloomingdale's with Daydreamer LA.

“Thanks to all our high-end collaborations, the Smiley brand is seen all over the world as a strong fashion icon.”

Available in store and online now, the deal adds to the firm’s growing global apparel footprint, which has helped the brand to achieve growth of 31 per cent at retail since 2015.

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