Smiley is joining forces with Chinese celebrity, Kai Zheng, to develop a new apparel collection with fashion brand, Dueplay.
Launched at Galeries Lafayette Beijing with a pop-up activation this month, Zheng, the founder of Dueplay partnered up with Ring Chow, CEO of Liberation, to design the Smiley line.
Boasting a variety of items including slogan T-shirts; ‘Keep it up’, ‘Victory72’ and ‘I like Running’, the line has been inspired by Smiley’s Happy Sports brand philosophy.
Smiley has always been appealing to celebrities thanks to our positive values. We are now going one step further by co branding with a celebrity brand designed by Kai Zheng, the star of the widely popular Chinese variety show, Running Man,
said Nicolas Loufrani, CEO of Smiley.
“He is totally aligned with the Smiley spirit and will help us spread it throughout China, in Smiley stores as well as online via the MyMM platform, created by our partner, the Lane Crawford Joyce group.”
The new range is available through online channels of Dueplay and through retail outlets and online via Smiley and the MyMM app.