International fashion giants Desigual have collaborated with Smiley to launch an organic, natural and summer-friendly range that brings a smile to your face while exuding “joie de vivre”. Considering this ethos aligns with both brands’ values, it’s no surprise that this collection is bound for great things! The Barcelona born brand, famous for its products’ individuality and unique character, aims to bring positivity and authenticity to thousands of people who want to express the best version of themselves. A match made in fashion heaven!
The Desigual & Smiley capsule collection for summer 2022 consists of twenty pieces, with Smiley boldly expressing itself on backgrounds of white or black. The yellow icon is applied across a multitude of designs, from dresses, outfits, T-shirts, shirts, and shorts, to poolside gear like swimsuits, bikinis, towels and flip-flops. There are even bags, backpacks and a bum bag for those who like their accessories with a smile.
The standout piece from the collection is a short white dress, crafted from a soft ribbed fabric made with sustainable fibres. It features side cut-outs and adjustable gathering to enhance its close fit. The print depicts the iconic yellow Smiley in a washed effect alongside various messages of self-love, a hallmark of Desigual that also ties in with Smiley: “I love you, I love me, I love life”. This design, just like almost the entire collection, is perfect for summer in the city but works equally well in a beach environment.
Inspired by the metaverse
The promotional campaign for this launch is inspired by the metaverse and its aesthetic codes. With this in mind, Desigual has created an avatar that interacts with the model in the images, as if they were both inhabiting a fresh and fun virtual universe which could well be deemed the Smileyverse.