All Smiles for Smiley

All Smiles as Smiley Drops New Capsule Collections

Creativity and colour taking centre stage

Loewe Drops Smiley Capsule in Legendary Paula’s Ibiza Line

Paula’s in Ibiza, a boutique that became synonymous in the 1970s as an international hub for the hippie lifestyle and its signature floral garments – provides the backdrop to a new partnership between luxury Spanish fashion house Loewe and Smiley to signify better times ahead. Loewe Creative Director Jonathan Anderson said, “This colorful capsule is all about optimism, elevated to an nth and captured in immediate objects. It is about sharing values as a community, most of all: an invitation to look together to brighter days ahead.” For Summer 2020, Paula’s has dropped a selection of clothing and accessories in fluorescent shades of yellow, green and orange to create a rave-y inspired summer collection: longsleeved tops, sunglasses, jewellery. Many of the pieces feature Smiley - the enduring antidote

to the bad news and an icon for decades of creative subversion by the worlds most celebrate artists: outlined in mosaic on t-shirts tie-dyed in bright pastels or contrasted against

black and white; dripping down in threads on an oversized jumper; turned into a pattern on a shirt with matching swimming shorts or as buttons on a formal white shirt. There is even a secret Smiley in marguerite lace, with the symbol woven into the sleeves of an asymmetric shirt and throughout a floaty sleeveless maxi-dress. On accessories, fluorescent color gets even bolder. Basket bags woven from palm leaves and a Slit bag embellished with an oversized yellow patch pocket. The Mosaic bag comes in neon yellow and the Balloon in neon yellow leather and woven raffia. On a small Gate Pocket bag and a Heel Pouch, there is the Smiley, as big as the bag itself. Michaela Fass, SVP Fashion at Smiley, said, “This collection brings a timely reminder that we need more freedom and love today. The Paula’s drop is an authentic reflection of Loewe’s roots in artisanal craftsmanship, a nod towards the enduring hotbed of Ibiza subcultures and a joyous, luminous and uplifting range to increase positivity in these times.” Smiley has featured front and center for the launch, with a full-scale retail activation, major digital support and a high profile PR and influencers campaign.

Pull&Bear Team with Smiley for Limited-edition Streetwear Capsule

The Smiley philosophy lives on nearly half a century after its creation, as Pull&Bear spreads good news and positive vibes through latest hit collection and integrated campaign that goes viral. Pull&Bear and Smiley – a philosophy based on positivity and urban spirit – have combined their talents to create a capsule collection of streetwear and accessories with creativity, art and contrast taking centre stage. The capsule pays homage to Smiley’s iconic status as one of the leading cultural icons of the last century, celebrating the brand’s deep roots in art, graphic design and subculture symbolism – with a nod towards the culturally relevant artists, creators and trendsetters that have shaped artistic activism with a streetwear swagger that will spread smiles. Michaela Fass, SVP Fashion at Smiley, said, “it’s great to see a major partner like Pull&Bear, not just using Smiley for products, but also building an entire marketing cam

paign around our powerful message. At this time, Smiley’s positive good news message has never been more important and it’s cutting through with partners and consumers, who see Smiley as an antidote to the bad news.” The line features T-shirts and sweatshirts in black and white, bringing Smiley’s pop world together with the expressionist art of Van Gogh, impressionist works by Monet and the Baroque style of Vermeer, and all with the urban stamp of Pull&Bear in the graphics and prints. The feminine side of the collection also features T-shirts and sweatshirts which combine classic works of art with Smiley originals, as well as denim twin sets with all-over Smiley prints and viscose shirts. The women’s collection is completed by the perfect accessories to finish off a look, such as bucket hats, Smiley rings, necklaces and socks. The collection’s launch has been supported by a range of exciting marketing activations, including an uplifting video that celebrates street culture and even has its own Tik Tok trend emerging. Pull&Bear has also launched a variety of online content from exclusive games, high-quality lifestyle imagery and even adopting a Smiley co-brand logo on its website for the duration of the promotion. This new campaign is sure to lift spirits and consumer wardrobse for the summer months ahead.