Smiley has stepped up its status in the high end fashion world, partnering with both Gucci and Michiko London on two new projects this season.
The lifestyle brand is celebrating the 30th anniversary of the Second Summer of Love with a short film that highlights today’s youth culture. It follows a group of friends looking for the ‘ultimate experience’ but highlighting that life is ‘about the journey and not the final destination.’
Meanwhile, the Michiko London Koshino x SmileyWorld collaboration is the first-to-market in womenswear and menswear inspired by Summer of Love.
It has been created by the fashion designer Michiko Koshino who cemented her cult status on the early 90s. The Michiko London Koshino x SmileyWorld line will be sold exclusively at WEGO, a high street retailer in Japan, Seoul and Hong Kong.
The collaboration includes a range of t-shirts, sweatshirts, bomber and denim jacket caps, hats, socks and tote bags.
“During the last decade, Smiley’s feelgood positive brand heritage has become an acknowledged part of pop culture and music. 30 years ago, this year, the UK saw what we are now calling the Second Summer of Love and Smiley continues to be at the forefront of this iconic time of fashion, music and art and we look forward to working on upcoming Summer of Love collections for 2019,” said Smiley CEO Nicolas Loufrani.