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!!


Following 18 months of planning, we are excited to announce that our partnership with Galeries Lafayette has come to life across their department stores in Paris, Beijing and Shanghai!

The two iconic French brands have curated a unique experience, and invite visitors to ‘take the time to smile’ and celebrate optimism. Both in-store and online, you can experience this through creative fashion, beauty, design and food collaborations, as well as exclusive product offerings, immersive events and ‘feel good’ experiences.

Inside the atrium of the Men’s Store, Galeries Lafayette Haussmann has created a giant installation depicting André Saraiva’s artistic take on the Smiley logo for its 50th anniversary.

Skateboarding is also coming to Galeries Lafayette with the installation of a skate ramp in the colours of Smiley on Boulevard Haussmann, opposite the Homme store. You can also visit the Smiley Gaming Area to test a selection of original Arcade games and virtual reality game consoles. Click here to find out more.

Check out some of the images from Galeries Lafayette in Paris and China, spreading smiles and positivity.


Throughout the generations, Smileys have been a symbol of positivity with a message of peace. Hollywood movies, graphic design and even fine art have all seen appropriations. Creative people all over the world have kept it alive by woven and winking it into the zeitgeist and cultural fabric of our physical and digital universes. As Smiley is reinvented by new generations of activists, artists, and creators, it will continue to thrive and influence future generations.

In celebrating Smiley’s 50th anniversary milestone by paying tribute to all the fantastic artists who have subverted its iconic logo over the last 50 years, the brand asked acclaimed graffiti artist André Saraiva to reimagine its iconic logo. Although Uppsala was his birthplace, he developed his lifelong love for graffiti in Paris while growing up. Known for his cartoons and alter ego Mr. A, Andre was a pioneer in the early Parisian graffiti movement, which became his signature design in the fashion and art world across six continents. 

André’s work has been exhibited worldwide in museums, shows, and galleries. Aside from his work as a graffiti artist, André is also a club owner and creative director in Paris, Tokyo, London, Los Angeles, New York City, Shanghai and St Tropez. During 2011 and 2015, he was creative director for L’Officiel, a French fashion magazine. There are many global brands André has worked with, including Off-White, Chanel, Louis Vuitton, Uniqlo, and L’Oreal. Even as a successful hotelier, restaurateur, and nightlife pioneer, André hasn’t put away his spray can.

At the core of Smiley’s brand is the boundless positivity, which Andre wanted to encapsulate in the redesign of the logo. Following an era of unimaginable change, the design of the final artwork and the positive message it seeks to convey are particularly resonant. André Saraiva (Mr.A) comments: “Smiley has been part of all the subcultures I liked, for me it was the rave scene in the early 90s that it became a strong counter culture icon. 

The symbol is truly iconic, and almost everybody makes their own story with it. We all have our own connection to it. Mr. A, the character I play, is a happy guy too, so when we decided to collaborate, it was almost like Mr. A meeting his big brother Smiley. ‘To me, it was the perfect collaboration, and I was waiting for it to occur.’ No other symbol in the history of graphic design has had such a dual function – serving both as a mainstream symbol of optimism and a counter-cultural subversive.  

A two week fly poster campaign spreading smiles & positivity in the streets of major cities during fashion week in the build-up to store launches. The campaign will introduce the collaboration with André Saraiva (Mr.A) to the public and launch the media campaign for the partnership. A never-seen-before global street manifesto for positivity with features in arts and culture media as well as influencer outreach.

Locations & Dates :

Berlin – 14th February
London – 16th February
New York – 16th February
Paris – 18th February
Milan – 21st February
Los Angeles – 21st February
Barcelona – 1st March
Amsterdam – 1st March
Copenhagen – 1st March

Posters are available below. Download it below and join the positive movement!


Philosophy di Lorenzo Serafini and Smiley launched an exciting capsule collection, to embrace joy and happiness. Offering Smiley’s universal symbol of positivity and optimism, Smiley works as the protagonist for a fun selection of different products, ranging from ready-to-wear pieces to accessories. Find out more.

David Guetta’s NYE Livestream with Take the Time to Smile Message

Watch as international DJ, producer, and songwriter David Guetta plays his track ‘Silver Screen’ (a collaboration with Felix Da Housecat & Miss Kittin), live from the Louvre in Abu Dhabi, the Capital of the United Arab Emirates.

Played within the opening half of his hour-long New Years’ Eve DJ set live-streamed on YouTube, watch as Smiley’s ‘Take the Time to Smile’ mantra is projected into the background! Smiley has always been a beacon for defiant optimism, and this nod from one of the biggest names in music is a certified confirmation. You can expect to see David Guetta using our ‘Take the Time to Smile’ mantra throughout all his concerts and events this year!


Vibrant streetwear style and upbeat graphics with the new H & M X Smiley Launch

Smiley is proud to present a new streetwear collaboration together with fashion retail destination H & M, available globally both online and in store.

The collection is infused with full-on retro vibes, designed for both Men and Women. Including tie-dye hoodies, loose-fit denim and relaxed joggers, tees, rugby shirts and sport socks. Key pieces include the pile vest and puffer jacket in purple, soft beige and solid black. Accessories including jewellery and bags complete the exciting and playful mix of the ’90s – a decidedly retro vibe – with a hyper-modern touch. The majority of the collection is made from more sustainable materials.


At The Smiley Company we’re always working with not only fantastic brands but also lots of big celebrities in pop culture today.

Market and Smiley have become the newest duo of the fashion world, with collaborations popping up left, right and centre.


Smiling. It doesn’t sound like a particularly revolutionary concept, does it?

For most of us, smiling isn’t even something we think much about. If we’re lucky, we’ll go through the day encountering things that make us smile involuntarily: a ridiculous meme, a text from an old friend, a favourite song that comes up on shuffle. But science shows that smiling intentionally can enhance our lives, too. Even faking a smile can reduce both mental and physical stress (the reason your fitness instructor tells you to ‘smile through the pain’ when you’re holding a 3-minute plank). It also boosts your serotonin levels, and can even make you more attractive to others.

On top of all that, smiling is contagious: we’re more likely to break into a smile if someone is smiling back at us.

After months of covering our mouths – and our smiles – with masks, what better way to step into the future than by putting our best faces forward? It’s official: Smiling is back! Remember where you heard it first 🙂

Smiley has always been a beacon for defiant optimism.

At this crucial moment in history, we are inspiring people to imagine, reflect, and manifest better futures.

In collaboration with author Phoebe Lovatt and a diverse array of visual artists we are sharing visions, thoughts, and philosophies on the future in an effort to inspire people with more positivity, creativity, and brighter, big-picture ideas.

Welcome to the #SmileyFutureProject.

Words by Phoebe Lovatt
Artwork by the Smiley Design Team