Smiley

The range is inspired by Smiley’s origins in the 1970s, with prints and patterns including tie-dye and camo.

‘The capsule celebrates the happiness of movement, encouraging explorers to embrace the world with confidence, curiosity and, always, a smile,’ read a statement accompanying the release.

“Partnering with Smiley felt like a natural extension of our brand ethos,” said Sherrie Rose, Creative Director at Barefoot Dreams.

“The launch of our first Home Store in Shanghai is a key step in redefining how our customers interact with the brand in their daily lives,” said Loksze Cheung, MD of Smiley China.

The range was developed by Via Mia’s Design and Style team in Rio de Janeiro, in collaboration with Smiley’s creative team in London.

“I am really excited to see the Millimages and Smiley teams bring the best of their talent to bring unique stories and beautiful products to our global fans,” said Nicolas Loufrani, CEO at The Smiley Company.

“The playful energy of the collection demonstrates a perfect blend of two brands united in positive values,” said Ross Wilson, Chief Product Officer for Fashion at The Smiley Company.

“This is a call to creative, values-led partners to design with purpose and impact,” said Nicolas Loufrani, CEO The Smiley Company.

What’s the key to successful collaborations between creative and commercial teams within brand owners? This new series seeks to find out. We pick the brains of Smiley’s Valerio Costabile and Janet Martin.

“This partnership brings together creativity, optimism, and the power of positive storytelling,” said Bob Dalton, Founder and CEO of Sackcloth & Ashes.