Moschino doubles up with timeless Smiley pieces

Italian luxury fashion house Moschino and Smiley have teamed up once again – this time doubling up on the famous icon.

The collab is one of many between Moschino and Smiley, and the latest collection hitting retailers features a unique double-printed Smiley face, turned on its head. 

All pieces are classic and timeless, spanning a palette of black, white, pastel pink and mint green.

Don’t miss the T-shirts, available for both men and women, which combine both labels’ branding and show off a Moschino Milano print that’s joined by a Double Smiley motif on its chest. All tees are 100% organic cotton.

A standout piece in the Double Smiley collection has to be the mint green windbreaker, lightly padded with technical nylon, with the iconic Smiley printed on the front pocket and emblazoned across the back.

The hood has a drawstring and zip on the back, and the jacket itself has a padded and lined interior. 

In a unique test, the fabric has a wavy appearance, where Moschino says the possible folds and “unevenness of colour” are deliberately created effects. Look good, stay warm. 

Other items include organic fleece shorts and joggers, as well as a crewneck alpaca mohair jumper for those chilly days ahead. 

The collection is available online or in over 150 stores. 

DO GOOD by The Bicester Collection collaborates for a ‘summer of smiles’

The Bicester Collection – home to more than 1,000 luxury shopping destinations around the world – has collaborated with Smiley for a summer of smiles. 

DO GOOD, The Bicester Collection’s initiative focused on supporting charities that progress the empowerment of women and children, is working with Smiley to embark on a shared mission of spreading positivity.

It’s the perfect match. 

Named ‘Summer Smiles’, the first drop, which launched on 1 July, features a unisex capsule of tees, hats, sliders and water bottles, plus a sustainable oversized hero tote – all adorned with the iconic icon. You’ve got your beach-ready accessories all in one go. 

All products are limited edition, with clean black and white designs, with the Smiley face at the forefront. 

Drop two – ‘Bag to School’ – lands on 12 August with an exclusive backpack and back to school accessories, complemented by an emotional intelligence (EQ) education programme with Smiley Movement. 

All proceeds from the sales will be donated directly to The Bicester Collection’s 10 DO GOOD charity partners.

The campaign will run through to October 2022 and will launch in all of The Bicester Collection’s Villages in Europe first, then extend to the Villages in China.

Chantal Khoueiry, chief culture officer at The Bicester Collection, said with all the uncertainty in the world said: “[This collection] represents our shared vision and a commitment to cultivate a happier, more conscious world and Unlock Futures® for women and children wherever they’re born,” she said.

Find out more about the Smiley x DO GOOD collaboration.

Havaianas and Smiley bring joy to our feet

Introducing a vibrant celebration of positivity – in footwear.

The classic Havaianas silhouette is married with the bright joy of Smiley in this distinctive collection, reminding people to ‘Take the Time to Smile’.

Made up of five different pieces, the range is exclusive to Havaiana’s online store, and features the summery colours and fun designs that they deliver best.

One pair of flip-flops is emblazoned with the phrase ‘Positive State of Mind’ and features retro elements inspired by the hippy movement, while the other has Smiley’s 50th anniversary design and tagline, ‘Take the Time to Smile’.

As well as the beach shoes, the range features a Smiley street bag in its own shade of vibrant yellow, and a matching earphone case. Each product features a black strap with the words ‘Sea Me Smiling’, and the Havaiana logo.

Marrying the bright and bold designs of Havaiana with Smiley’s personal brand of positivity results in an eye-catching collection for days when the sun is shining. 

The collection is exclusively available on Havaiana’s online store.

Market reps our favourite cities with Smiley

London, Tokyo, Paris, LA or NY – which city gets your vote?

In a collaboration with Smiley, Market invites people to rep their favourite city by wearing a snapback trucker hat with the places adorned across the front. 

All black and white caps – featuring the iconic Smiley as a sign of love for the city – feature the classic phrase “Have a nice day” at the back.

Market has dropped a range of mini capsule collections with Smiley in 2022 – another being a series of “Into The Unknown” pieces, taking the streetwear game up a notch.

All items in the collection are made from super-soft cotton with bold, video game-inspired graphics. The pieces pair bright artwork with the statement Market logo on the front, like the grey, heavyweight fleece hoodie.

And we can’t forget the stand-out, meme-inspired ‘THIS IS FINE’ ‘Earth on Fire’ T-shirt. 

You know the iconic web comic Gunshow, where a dog is slowly engulfed in flames? Take that, then turn it Smiley. 

The Market black tee has graphic puff print text on the front – ‘Don’t happy, be worry’ – with a Smiley beneath a peace sign on fire on the back.

It makes a statement, that’s for sure.

You can shop the latest MARKET Smiley capsule collections here.

H&M launches tribute to ‘positiveism’ with Smiley

Smiley’s well-celebrated collaboration with H&M is a tribute to positive vibes this summer.

The collection – consisting of everything from jewellery and jeans, to crop tops and pyjamas – is an ode to positivity, with epic designs for a season of style.

Without a doubt, the trademark Smiley brings joy to every piece in the collection, while the bold, modern cuts that define H&M fashion are eye-catching and exciting.

Standout pieces include a jacquard-knit sweater vest boasting Smiley’s trademark faces in a variety of colours, and an oversized, baseball jacket featuring both embroidered and print motifs.

The launch of this collection comes as Smiley celebrates its 50th anniversary, at a time when the world needs all the positivity it can get. 

Smiley also collaborated with H&M through their SmileyWorld kids venture, releasing a fun and exciting collection in May 2022. Like this new range, the kids’ collection consists of fun and vibrant pieces that will keep you smiling all summer.

The range of H&M Mens and Womens Divided is available in 5000 stores worldwide, and online.

Smiley launches capsule collection with Casetify

Casetify’s trademark bold designs have been paired with Smiley’s bright colours to create an eclectic collection of tech accessories. 

As well as Casetify’s phone cases, which they’re most often lauded for, the range includes water bottles, AirTag and AirPod holders, and a number of 2-in-1 grips.

Truly living up to their title as a beacon of defiant optimism, Smiley’s contribution to this collection is audacious, bright, and utterly unapologetic. 

As well as the iconic Smiley sumbol, the pieces lean into the streetwear vibe, with a number of sticker-like designs, and vibrant colours in a graffiti-style paint effect.

One of the most eye-catching pieces from the collection is a phone case, available for the iPhone 13 Pro and the Samsung Galaxy Z Flip3. 

The design features a bold text print of the words ‘if you want it, go and get it’ with bright yellow Smileys graffitied over the top.

This collection personifies the optimism that Smiley strives to represent, with epic and exciting merchandise that brings a vibrant streak of positivity. 

The full range of Smiley x Casetify products are available to purchase online from the Casetify website.

Smiley goes phygital with Bershka and DressX

Let’s get phygital, as the saying goes, with Smiley’s unique collab between Bershka and fashion-tech company, DressX.

In a future-proof twist, the fashion collection can be purchased both physically and digitally.

The partnership is part of Bershka’s digital “metalooks” launch, where they created seven AR fashion pieces, allowing the community to browse and try on the collection first digitally. 

That means users can choose their preferred look on the dedicated Bershka site – and then wear them via the DressX app.

Among the garments and accessories of the collab are trends for SS22 – from twin sports sets of shorts and sweatshirts, through to short-sleeved T-shirts, shorts, shirts, swimwear and accessories.  

Making the collection unique is the 3D effect Smiley – in the form of a flower or melting – with a summery colour palette of green yellow, pink and white.  

All-over patterned 3D daisies is a stand-out print from this three-way partnership, which is featured on both men and women’s clothes. There’s the oversized floral shirt, strapless floral crop, and green printed vest. 

A summery, Smiley vibe – exactly what we need. 

The collection is available at and in selected Bershka stores. The digital version is available at and on the DressX app.

Desigual drop summer collection with Smiley to celebrate 50th anniversary

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.

Click here to see the collection at Desigual

MARKET collabs with Guns N’ Roses for throwback capsule collection with Smiley

Smiley’s alliance with top streetwear brand MARKET certainly has an appetite for production! Following the recent collaboration with The Rolling Stones, Los Angeles based MARKET has joined forces with Smiley Originals for the release of its newest joint unisex capsule collection with none other than the legendary hard rock band Guns N’ Roses!

The launch of this eye-catching collaboration aligns with the forty year anniversary of the Slash led band’s seminal performance at the world-famous Troubadour gig venue in Los Angeles. The range consists of vintage upcycled American denim, using custom patches and airbrush-style graphics. These are sure to take us back to the era of when Guns N’ Roses were taking over the world in the 1980s and 90s, with classics like Sweet Child O’ Mine and Paradise City!

“The way in which Guns N’ Roses relentlessly stood for freedom of expression and creativity – at all costs – has always been an inspiration to me and to people around the world,” says creative director and founder of MARKET, Mike Cherman.“The no-holds-barred attitude of Guns N’ Roses resonates with our approach to collaborations and design, so we were extremely excited to have the opportunity to fuse the rebellious energy of Guns N’ Roses with the irreverent and wacky world of MARKET and the irresistible spirit of our longtime partner SMILEY.”

The full Guns N’ Roses x Smiley collection is available on MARKET’s website.

The SmileyWorld EQ Art Trail is unveiled across ECE shopping centres in Germany.

As part of Smiley’s collaboration with sustainable retail giant ECE, The SmileyWorld EQ Art Trail has been commissioned, taking place across 25 of ECE’s shopping centres.

The commission, which encourages visitors to ‘Get Emotional’ is an art trail of Smiley sculptures and 2D graphics, depicting the 27 most important human emotions, as identified by researchers at the University of California, Berkeley.

As the most artistic and eye-catching part of this brand activation campaign, visitors can expect a unique display of emotions, highlighting Smiley’s support of creativity and artists. This provides an important source of inspiration for caring about one another, whilst offering an exciting walk through our emotional world!

“As the world is roaring back to life the SmileyWorld EQ Art Trail is all about getting people to re-discover the world with creativity and connection,” said Smiley CEO Nicolas Loufrani. “SmileyWorld is a brand that helps people to learn about their emotions and become more emotionally intelligent. Located in shopping centres all over Germany, the EQ Art Trail is bringing this knowledge to a mass market at a time when so many people have been through such an emotional roller coaster. Encouraging people to learn and talk about their emotions in a fun, interactive way is not only healthy but fun too.”

The sculptures and 2D graphics were created by the following artists: Georgia Hamilton (The Prawn Shop), Pablo Escamez (AstroBalls), Salome Jokhadze, Kieran Glennon, Pablo Fontagnier (Hombre)

See below for some examples of the sculptures and also the 2D images which make up some of the 27 of the emotions.

Smiley’s pop-up at Galleria, in Seoul has landed!

Following openings in major cities across the world, Smiley continues its luxury retail collaborations with Hanwha Galleria Timeworld, the largest high-end department store in the central province of South Korea. Smiley’s brand collaborations in the elevated Korean department store include Sandro, Champion, Eastpak, Reebok, and Casetify.

The Smiley Pop-up Store will run until May 15th on the 5th floor of the Luxury Hall West, described as “Korea’s very first open shopping space, and Asia’s landmark for global trendsetters”. The Smiley icon can be found in-store, as well as several other consumer touchpoints throughout the interior and exterior of Galleria. The collection can be found at 343 Apgujeong-ro, Gangnam-gu, Seoul, Korea.

Urban Outfitters collab with Smiley for a Europe wide pop-up as part of Smiley’s 50th-anniversary celebrations

Global fashion brand Urban Outfitters have rolled out its unique interpretation of the Smiley ethos across their European retail branches, offering an ambitious and carefully selected collection of brand collaborations. Available at stores in London, Manchester, Amsterdam, Milan, Copenhagen Barcelona, Glasgow and Antwerp, the pop-up includes products featuring the Smiley logo reimagined by Paris based Swedish graffiti artist Andre Saraiva, who customized over 50 products as part of a collector’s edition which stretches across clothing, accessories, technology and more. Shoppers can expect to find key products featured in the store such as iets frans … x Smiley + 50th Anniversary collectors editions.

As part of this unique campaign, Urban Outfitters has created a pop-up room environment for consumers to truly immerse themselves in the work of Smiley. From infinity mirror windows to branded changing rooms (in the Manchester and Oxford Circus branches), plenty of Smiley self(ie) expression opportunities can be found.

Streetwear and activewear brands include Champion, Eastpak, New Era and Happy Socks, while Loqi and Ciate provide fashion and beauty products. Neon signage brand Yellowpop will also be available as will Sunny Life, known for their inflatable swimming pool lines.

Find out more on the Urban Outfitters website.

Smiley takes over malls in Brazil for fun and vibrant retail experiences celebrating #50YearsOfSmiley, Sao Paolo style!

This week Smiley kicks off an exciting new retail experience across two locations in Sao Paolo, Brazil as part of the latest stage of the #50YearsOfSmiley celebrations. Taking over Shopping Cidade Jardim and Shops Jardins until April 29, visitors can expect stunning visual installations and exclusive pop-ups, with an unforgettable visual feast splashed with fun and positivity!

The range of products were designed in collaboration with Paris based graffiti artist André Saraiva. His reimagined Smiley icon was used to provide a core design element of the limited edition collection from some iconic brands in Brazil and the rest of the world. 25 branded products will be available, such as bags by Karl Lagerfeld, hats and hoodies by DSquared, flip-flops by the very Brazilian Havaianas, Moschino earrings, Palm Angels t-shirts and many more!

From the images below, you will see at Shopping Cidade Jardim, there are 90 yellow balloons up to 1.5m in diameter with the iconic Smiley stamped on them, in addition to a bridge built especially for the occasion, offering other perspectives of the installation. This is the first time that visitors will be able to stroll along the top of Cidade Jardim and will have an unprecedented view of the mall. At Shops Jardins, 60 “Smiley balloons” up to 1.5 m in diameter will be suspended between the vertical gardens and their naturally lit corridors. A light show will take place which will see the Smiley balloons changing colour, and will be interacting with the music being played, which can be chosen by customers! In true Smiley sentiment, there is a space for photos where visitors can record their moments of joy and positivity.

Check out the exclusive playlists on Spotify, and a super fun filter for Instagram. During the celebration period, two non-profit organizations, OrientaVida and Amigos da Vez will be generating donations for their charitable projects.

Find out more via the official Cidade Jardim website.

Smiley Movement hosts 500 guests in Central London for the Charity Film Awards

On 22 March, Smiley Movement hosted the 5th Charity Film Awards at the ODEON Luxe, Leicester Square. The Charity Film Awards is the world’s largest campaign for cause-based films. Since its creation five years ago, more than 2,000 causes have benefitted from the awards, gaining exposure, donations and volunteers. This year the event was hosted by comedian and impressionist Ronni Ancona and included entertainment from a live musical performance and a magician.

The winner of won ‘Charity film of the year’ was ‘Whatever It Takes’ – a powerful film by Macmillan Cancer Support showcasing how staff are compassionate companions to those living with cancer. The film, lasting just under two and half minutes features Macmillan staff doing “whatever it takes” to support those who face the daily challenges of living with cancer – from hugs, to hand-holding, to making them smile. Key moments in the film include a staff helping a crying girl who sees her dad’s new scar for the first time, or someone making an elderly man undergoing treatment laugh in his bed.

The film, viewed nearly one million times on YouTube reminds us of the strength of health workers to help get people living with cancer, and their families, through each day. It was launched in early 2021, amid the Covid-19 lockdown, and directed by Jonathan Alric. The film was scored highly by judges, and crowned with the grand prix trophy during the Awards ceremony in ODEON Luxe, Leicester Square.

More than 300 charities entered the 5th Charity Film Awards, and just over 100 were shortlisted as Finalists. Click here to see the winners in full on

Watch: Smiley’s global projections show solidarity with Ukraine for International Day of Happiness 2022

To help mark its 50th anniversary, The Smiley Company shows solidarity with the people of Ukraine as part of International Day of Happiness on Sunday, March 20th.

Watch as the Smiley logo, adapted to the colours of the Ukrainian flag is projected on and around famous landmarks in London, Berlin, Los Angeles, New York, Paris, Rio de Janeiro, Rome and Sydney.

To learn about how you can help the people of Ukraine, click here to visit Smiley Movement’s dedicated page.


To celebrate 50 Years of Smiley, the world’s favourite face of optimism has joined up with French dance music powerhouse David Guetta to create a music video for his upbeat anthem ‘Silver Screen’.

He joins Smiley’s campaign of positivity with an exclusive video to a soundtrack that spreads joy, positivity, and happiness across the world.

Harking back to Smiley’s heritage as a subversive icon of the electronic dance and rave musical movements, David Guetta re-imagined the old school house music anthem ‘Silver Screen’ by Felix Da Housecat and KITTIN, remixing the tune into the modern-day and combining it with the backdrop of Smiley’s ‘Take the Time to Smile’ message.

With a music video emblazoned with Smiley’s world-renowned iconography of optimism and the anniversary’s global street art manifesto campaign by graffiti-maestro André Saraiva (who also makes a cameo), the video features an appearance by instagrammer ‘@DudewithSign’, whose wry sense of written humour is sure to bring an extra smile to people’s faces.

The track was first teased during David Guetta’s NYE live-streamed DJ set from the Louvre in Abu Dhabi, set against the backdrop of André Saraiva’s ‘Take the Time to Smile’ artwork articulated in multiple languages.

Check out the video and turn the volume up!!