2 February 2024
ZARA UNVEILS GROUND-BREAKING COLLABORATION WITH THE SMILEY COMPANY: INTRODUCING NEWMOJI®, A REVOLUTIONARY RANGE OF ICONOGRAPHY REDEFINING DIGITAL EXPRESSION
The Smiley Company, is thrilled to announce its exciting partnership with Zara, the global fashion powerhouse, to introduce a groundbreaking range under their Newmoji. This collaboration signifies a pioneering leap into the world of insight-driven, design-focused iconography, as the collaboration brings to life a new art direction inspired by the popular digital icons used daily. What sets Newmoji apart is its alignment with the preferences of kids in focus groups and quantitative studies, ensuring a collection that resonates with their desires.
“In creating Newmoji, our focus has been on crafting a unique art direction around the digital icons people love, all while staying attuned to the preferences expressed by kids in our focus groups and studies,” says Nicolas Loufrani, CEO – The Smiley Company “This collection is a testament to our commitment to understanding and meeting the expectations of our audience, ensuring that Newmoji® becomes a playful and stylish extension of their self-expression.”
The development of Newmoji maintains a distinct identity from SmileyWorld, preserving the latter’s unique evergreen appeal. Zara Kids, recognising the innovative vision behind Newmoji, eagerly embraced the opportunity to collaborate and bring this distinctively tailored collection to their young customers.
Explore the Newmoji® collection, available online and selected stores across Europe.
* Link to “I’M FEELING AWESOME” T-shirt
* Link to “ALL MOODS IN A FRAME” Hoodie
* Link to “I’M JUST HAVING THE BEST TIME” T-shirt
This collaboration not only redefines digital expression but also sets a new standard for how fashion can seamlessly integrate with the preferences of the next generation.
Emoticons, firmly embedded in daily communication, have now become an integral part of popular culture. Zara’s mission is to awaken creativity and imagination, presenting iconic emojis in ways never seen before.
As part of this exciting journey, The Smiley Company invites all creatives and innovators to join them in transforming famous digital icons into the ‘real world’ through exciting initiatives, creative projects, and special collaborations. Stay fresh, be Smiley, and spread Newmoji with us.
About Zara
Zara is a leading global fashion brand known for its trendsetting designs and commitment to delivering high-quality, affordable fashion to a diverse and discerning customer base.
About Smiley®
The Smiley Company is a global licensing company that has been spreading joy and optimism to generations for over four decades – 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 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 include 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. Th non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.