Nicolas Loufrani

We are excited to highlight our CEO and brand visionary, Nicolas Loufrani. Original. Innovative. Trailblazing. Inspiring. Defining Smiley.

Nicolas Loufrani's illustrious career began in high fashion, where he launched the esteemed Saville Row tailor Ozwald Boateng onto the global menswear stage. Through his innovative approach, Nicolas transformed Boateng from a market trader on Portobello Road into an internationally renowned Saville Row tailor, gracing catwalks worldwide and attracting a dedicated celebrity following. Today, under Nicolas's leadership, Smiley has evolved into a globally recognised lifestyle brand, available in tens of thousands of retail stores around the world.

Nicolas's journey exemplifies the essence of originality and creativity that the We Are All Originals campaign celebrates. His ability to turn creative visions into global successes demonstrates the power of individuality and perseverance. Join us in exploring Nicolas Loufrani’s inspiring story and discover how his extraordinary contributions continue to shape the future of fashion and branding.