Established in 1972 by French journalist, Franklin Loufrani, The Smiley Company is an influential global licensing enterprise that has been spreading joy and optimism for over five decades. In licensing, one category where the company has been particularly active is fashion collaborations. Over the years, Smiley has collaborated with several well-known fashion brands, creating memorable and impactful partnerships. Some of the most notable partnerships include H&M, Zara, American Eagle, Moschino, LPP, Market Studios, Anya Hindmarch and Palm Angels.
Ross Wilson, chief product officer, fashion, The Smiley Company, shares some of the company’s recent successes ahead of Brand Licensing Europe.
“Each of these collaborations has been marked by a unique blend of our iconic Smiley and the distinctive styles of these brands,” says Wilson. “Our collaboration with H&M, for instance, brings playful positivity to a global audience, infusing everyday fashion with joy and optimism. Zara integrates Smiley into its trend-led and accessible fashion lines, making it a favorite among young, style-conscious consumers. American Eagle’s youthful and casual vibe perfectly matched the Smiley brand, resulting in a fun and spirited collection that resonated well with its audience. Moschino’s playful and avant-garde designs provided a bold platform for Smiley, pushing creative boundaries and making a statement in the high-fashion world. LPP, a major player in the European fashion market, embraced Smiley’s positive values, creating popular and dynamic collections. Market Studios’ innovative approach to fashion is complemented by Smiley’s timeless symbol, bringing a fresh perspective to LA street style.”
Luxury designer, Anya Hindmarch, incorporated Smiley into her high-end accessories, blending elegance with a touch of whimsy. At the same time, Palm Angels, known for its edgy streetwear, uses Smiley to add a playful twist to its urban aesthetic. Wilson says that the success of these long-term collaborations can be attributed to a shared belief in the power of positivity.
“Smiley’s core values of spreading happiness and optimism have been a unifying theme, creating a natural synergy with each of our partners,” he says. “By integrating Smiley’s uplifting spirit into their designs, these brands have connected with their customers on a deeper level, celebrating a universal message of joy and positivity. This has not only strengthened our long-term partnerships but also expanded our reach and influence in the fashion industry.”
The Smiley brand lends itself to deals in the fashion and accessory categories, and these collaborations resonate well with consumers. Wilson notes that fashion is a powerful medium for self-expression, allowing individuals to convey their ideas, beliefs and emotions through what they wear.
“Smiley, with its universally recognized symbol of positivity and happiness, naturally complements this aspect of fashion,” says Wilson. “Our success at Smiley is driven by our commitment to celebrating creative diversity and embracing the unique ideas of our partners. Each collaboration brings together the distinct strengths of both Smiley and our partner brands to deliver best-in-class, unique fashion concepts.
“Smiley values – positivity, optimism and self-expression – are timeless and resonate deeply with people across generations. By working with a diverse range of partners, we’ve been able to create designs that not only reflect the contemporary cultural landscape but also evoke a sense of joy and belonging. This approach allows us to represent the ideas and feelings of each generation in new and innovative ways.”
Wilson says the collaborations also resonate with consumers because they see themselves in the designs. Smiley represents a shared belief in the power of positivity and the importance of self-expression.
“Whether it’s a bold statement piece or a subtle accessory, each Smiley item carries a message of happiness and individualism,” he says. “This connection is why customers love our designs – Smiley is more than just a brand; it’s a reflection of their values and a celebration of their identity. By consistently delivering products that amplify positivity and expression, we’ve created a lasting bond with our audience. Each decade brings new trends and challenges, but Smiley’s ability to adapt while staying true to its core values ensures we continue to resonate with each new generation. This enduring appeal is a testament to the power of our brand and the universal desire for joy and self-expression.”
Moschino x Smiley
Smiley is also known for surprising fans with unexpected or unusual collaborations. Wilson explains that because the Smiley brand is genuinely global, every day, the brand can engage with new partners from all corners of the world, united by shared values of positivity and self-expression.
“While we have long-standing partnerships with many well-known brands, we also continue to launch exciting new collections with partners ranging from Australia to the U.S. and everywhere in between,” says Wilson. “One of the most delightful aspects of these collaborations is the element of surprise our partners bring, often incorporating special celebrity tie-ups that take the Smiley brand journey in unique and unexpected directions.”
A recent example of this was the Smiley collaboration with Moschino to create a special Smiley outfit for singer, Karol G. She wore this outfit during her concert in Italy, showcasing the brand to her vast and diverse fan base. Wilson says this partnership not only highlighted Smiley’s versatility but also demonstrated how the brand connects with new generations through various music genres.
“By collaborating with contemporary artists and influencers, we are bringing our brand into the hearts of their audiences, further embedding Smiley’s values of happiness and self-expression within modern pop culture,” he says. “This ongoing engagement and adaptation to new trends ensures that Smiley remains relevant and beloved by fans worldwide.”
Reserved Collection from Smiley World
Smiley will be attending Brand Licensing Europe, and the company plans to showcase three new brands at the show. First, there’s Mini Smiley, tailored for the 0-4-year market, offering a fresh perspective on Smiley, explicitly designed for the baby-toddler demographic. Smiley will also introduce SW.Smiley, which focuses on delivering the hottest trend-led collections for adults. And, they’ll present Newmoji, a hyper-expressive brand for the whole family, combining fun and emotive designs that everyone can enjoy.
“Our primary goals at the show will be to showcase new creative developments for our core brands and to support our partners’ creative efforts for these new brand collections,” says Wilson. “We aim to help our partners grow their businesses by leveraging the successful emotional connection that Smiley brands consistently generate with their customers. Additionally, we are committed to promoting more responsible actions through our Future Positive campaign. This initiative underscores our dedication to sustainability and ethical practices.”
Looking to the remainder of 2024 and into 2025, Wilson says Smiley has a multitude of exciting new launches coming through with global partners.
“While we can’t reveal specific names just yet, we can assure you that these upcoming collaborations will reflect the innovation and positivity that define the Smiley brand within the performance sports categories,” says Wilson. “These partnerships will introduce fresh, unique products that resonate with our core values and connect deeply with our diverse audience. In addition to these launches, we are proud to highlight our We Are All Original (WAOO) campaign. This initiative is central to our mission of promoting inclusivity, unity and positivity across communities. WAAO celebrates the idea that, despite our differences, we all share a common humanity. Through this campaign, we aim to bring people together, fostering a sense of belonging and mutual respect. WAAO will continue to drive our efforts to spread joy and positivity, making a meaningful impact in people’s lives worldwide.”
Palm Angels x Smiley.
The brand also plans to expand on the concept of the House of Smiley. This initiative is designed to be a hub of creativity and collaboration, bringing together creators from various fields. The House of Smiley will serve as a platform for innovative projects and partnerships, pushing the boundaries of what Smiley can achieve.
“By nurturing creative talent and supporting groundbreaking ideas, we aim to keep the Smiley brand at the forefront of cultural and fashion trends,” says Wilson. “As we move into 2025, expect Smiley to continue making waves with initiatives and collaborations that not only reflect our commitment to positivity and self-expression but also resonate with the ever-evolving tastes and values of our global audience. We are dedicated to ensuring that Smiley remains a symbol of joy and inspiration for future generations.”