Smiley is back again under the leadership of Nicolas Loufrani after a major makeover by top designers and stylists. Based on our market studies of Smiley's values and its perception among customers, we are going back to basics: "A vintage brand promoting happiness, positive thinking and originality".
The brand features womenswear, menswear, bags, jewelry, beauty products, gifts, decorative items, home textiles and will soon offer bags, lingerie, swimwear, shoes and watches.
Nicolas Loufrani wants to establish a new, durable brand with a strong identity, which will be available through key retail outlets. The positive associations evoked by the logo serve to promote the Smiley brand, which is positioned in the lifestyle sector.
The brand's artistic director, Jérôme Costes, has created an original typographic style that incorporates what is most emblematic of the original logo - its curves. The logo will appear on product items as a central symbol or as a subtly-placed label. Positive messages, like those found in fortune cookies, will also be tucked into trouser pockets. Other graphic designs will focus on happiness, luck, peace and joie de vivre, with bright colours, Smiley logos and four-leaf clovers. Vintage connotations will allow the latest generation to rediscover authentic 1970s designs - a return to the freedom-loving, peace-and-love years.
Smiley Industries:
For the first time ever, the fashion
category is not licensed but entirely
managed by the Loufrani family named
Smiley Industries. In an effort to promote
the core values behind their brand,
organic and fair trade cotton are used to
protect the environment and the
producers.
Laurence Heller-Loufrani designer of Smiley Collection is developing our range of creative clothes and accessories endorsed by a great number of opinion leaders from the movie and music industries; it has been promoted during events such as the Cannes film festival and the Barcelona Sonar and is a must have in the fluo world of Nu raves.