1 September 2024
S.W.Smiley® launches “How Are You Feeling Today?” Product with Balenciaga
After the brand’s recent unveiling at Licensing Expo in Las Vegas, S.W.Smiley® has launched its first products with a capsule collection from Balenciaga titled, “How Are You Feeling Today?”.
The garments feature 64 of the NU style icons, utilising hyper-expressive icons that showcase the true range of human emotions. These icons offer a fresh new look for the streetwear brand, as it continues to expand their offering or the youth adult market. The full collection of icons, which total over 400, represent a departure from SmileyWorld and the original Smiley brand by creating a fusion between the two whilst maintaining the power of self-expression.
The “How Are You Feeling Today?” designer products offer a washed and worn-out look, featuring the varied and expressive emotions of the S.W.Smiley brand in a unique design. This has allowed Balenciaga and S.W.Smiley to unite over their shared passion for emotional expression through creativity. With their avant-garde style and structural pieces, Balenciaga were the ideal partner for the first launch of S.W.Smiley’s products, creating an adult look that is gritty, defiant and full of attitude.
Ross Wilson, Chief Product Officer – Fashion, The Smiley Company said, “This capsule collection with Balenciaga is a true meeting of minds. S.W.Smiley is a brand that is gritty, irreverent, and defiant in embracing true emotional expression. The products that Balenciaga have created does exactly that, it embraces the wide array of emotions through the icons, but with a destroyed and worn look, provoking the question, “How Are You Feeling Today?”.
About S.W.Smiley®
Introducing S.W.Smiley, a dynamic fusion of raw attitude and edgy style inspired by the underground subcultures of the global streetwear scene. S.W. Smiley breaks free from conventional norms, embracing the rebellious spirit of emerging tribes and diverse cultural influences.
With its unapologetic flair and gritty aesthetic, S.W.Smiley is more than just a brand—it’s a revolution. It embodies the raw energy and irreverent charm of the streets, channeling the defiance of global subcultures into every stitch and detail.
Step into the world of S.W.Smiley and unleash your inner rebel. From minimalist designs to bold graphics and eclectic prints, S.W.Smiley invites you to defy expectations and stand out from the crowd. It’s about pushing boundaries, breaking rules, and embracing the power of self-expression without compromise.
Partnering with S.W.Smiley means embracing the pulse of the underground scene and tapping into a culture where authenticity reigns supreme. Align your brand with the raw edge of S.W. Smiley and elevate your product offerings to new heights of coolness and street cred.
Experience the raw energy and unbridled attitude of S.W.Smiley. Join us on a journey where style is a statement, and conformity is a thing of the past. Dare to be different. Dare to be bold. Dare to be S.W.Smiley.
About SmileyWorld®
A brand owned by The Smiley Company. SmileyWorld is a market leader and the first lifestyle brand dedicated to emotional expression, The Original Smileys™ is a creative universe filled with thousands of unique icons that make emotional expression easy and fun. Smileys provide a shortcut to understanding complex emotions and kickstarting meaningful conversations. With a comprehensive library of over 3,000 icons, SmileyWorld® is a treasure trove of emotional expression that embodies the spirit of the digital revolution.
Featuring four teams of passionate specialists, with specialist category-specific knowledge and bringing concrete brand values and creative expertise to everything we do, we help ambitious and authentic brands stand out from the competition. By adapting our message to your audience and providing exclusive concepts that keep you fresh and relevant, we can help you harness the power of the smile to lead the world toward a future we all want to be a part of.
About The Smiley® Company:
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.
Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972.
Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design.
In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.
Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Baseball – a cultural icon.
Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.
Key Data:
Retail Partners:
Licensees:
Over 531 across key categories; Fashion & Accessories. Home & Gifting. Hi Tech. Health & Beauty. Stationery & Publishing. Toys and Games. Food & FMCG. Jewellery & Watches