The Smiley Company's new youth-targeted label, SmileyWorld Society, has been chosen as the face of underwear brand Schiesser.
The DTR deal will serve as a platform to launch SmileyWorld Society as a standalone brand in the Chinese market.
SmileyWorld Society is based on the concept of Style Tribes, a group of people who dress in a distinctive style to show their membership of the group.
The range is made up of over 100 pieces including t-shirts, underwear and hoodies, and will be supported with marketing and PR.
The collection will be available in 300 outlets in China from early spring.
"I'm very happy to have worked on this new project with our team of very hip Chinese designers working in our London studio and at Schiesser in Shanghai," said Nicolas Loufrani, Smiley Company CEO.