Desigual Smiley Collection
The Desigual Smiley collection has us all excited. Created in 1972, by French journalist Franklin Loufrani, the Smiley Brand would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity. 50 years later, The Smiley Company is one of the world's top global licensing enterprises.
Creating fashion that brings a smile to your face, that exudes joie de vivre: this has always been the ethos guiding Desigual. That's why the collaboration with Smiley is so organic, natural, and summer-friendly.
The Desigual & Smiley capsule collection for summer 2022 consists of the Smiley boldly expressing itself on backgrounds of white or black. The yellow emblem is applied in a thousand different ways on a vast range of designs: dresses, outfits, T-shirts, shorts, swimsuits, bikinis, towels, sneakers, flip-flops, bags, backpacks, bags and more.
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 an adjustable gathering to enhance its close fit. The print depicts the iconic yellow smiley face 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 too.
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 that could well be deemed the Smileyverse.
Marking an anniversary
This cutting-edge vision does not clash with, and in fact complements, the global relevance of an icon like Smiley, which is celebrating its 50th anniversary in 2022. A timeless synonym for optimism, the yellow smile is a perfect match for Desigual's joyful, open and innovative spirit.