The collection, which is suitable for both men and women, consists of tie-dye hoodies, loose-fit denim items, relaxed joggers, t-shirts, rugby shirts and accessories.
The French fashion brand Smiley has unveiled the new streetwear collaboration and items in the collection feature a distinct colour palette of light purple, teal, off-white, soft beige and solid black. In an effort to highlight H&M’s drive for sustainability and circularity, a large proportion of the collection has been made using sustainable materials.
Nicolas Loufrani, Smiley, CEO, said: “We are very proud of this global collaboration. The Smiley studio and our friends at H&M have done an incredible job at creating a very strong collection and a fantastic marketing campaign. It enables us to bring our upbeat, streetwear to young people all over the world.”
Created in 1972 by French journalist Franklin Loufrani, The Smiley was launched as part of a happiness promotion in France Soir, utilising the icon to highlight good news stories. Today, the company is one of the world’s top 100 licensors, with over 420 licensee and retail partners across the globe to bring products to life across 14 categories.
