Iconic brand, The Smiley Company, launches an exclusive “collector’s edition” to celebrate its 50th anniversary


NEW YORK–(BUSINESS WIRE)–Today, The Smiley Company, the brand behind the iconic smiley, announces the Collector’s Edition to celebrate 50 years of Smileyand birthday. The collection features limited-edition clothing, accessories and home décor from over 50 top brands, including Alice & Olivia, Michael Kors and Raf Simons. The curated collection is available online through the designers’ e-commerce platforms starting today, with additional items launching at select [email protected] locations, an ongoing series of limited-time pop-up boutiques at select stores and on Nordstrom.com/POP as of March 4, 2022.

Developed in partnership with Colette’s artistic director, Sarah Andelman, and renowned graffiti artist André Saraiva, the new collection embodies the Smiley brand philosophy: “take the time to smile”. This limited-edition collection pays tribute to the artists, designers and creators who have spread positivity over the past 50 years.

The more than 50 designers featured in the Collector’s Edition have drawn inspiration from home fashion and lifestyle trends over the past five decades, with each piece incorporating an element of today’s trends and contemporary styles. Spanning multiple categories, the Collector’s Edition product line includes:

  • Fashion and accessories from Raf Simons, Palm Angels, Moschino and more

  • Cult sports and street designers from Champion, Market, Eastpak, New Era and more

  • Beauty editions of 212 by Carolina Herrera, Ciate and more

  • Seasonal accessories Havaianas, Vanessa Bruno and Vilebrequin

  • Musical and technological accessories from Happy Plugs and Casetify

  • Home and design pieces from The Skateroom, Yellowpop and Seletti

“Over the past five decades, Smiley has collaborated with brands in every category imaginable – from fashion to music, design, accessories, travel and more – with the iconic smiley influencing culture at every step of the way,” said Nicolas Loufrani, CEO of The Smiley Company. “The exclusive Collector’s Edition showcases our commitment to continue spreading positivity and smiles to all facets of culture for the next 50 years and beyond.”

For a full list of designers included in the Collector’s Edition and to learn more about The Smiley Company, visit www.smiley.com

About Smiley Company:

Created in 1972 by French journalist Franklin Loufrani to spread good news, the BRAND/BRAND Smiley would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity and highlights the emotional learning at the top of the agenda. Smiley is a universal counterculture icon with a message of positivity that has influenced generations around the world. Reinvented and redefined by generations of activists, artists and creators, Smiley continues to thrive and influence future generations.

In 1996, Nicolas Loufrani, son of Franklin, took over as the world was in the midst of a digital revolution and saw a huge opportunity to bring Smiley into the digital world. Nicolas has created a whole new way to communicate, using a variety of facial expressions on the original Smiley to convey emotions. His emoticons are now used daily by everyone around the world.

Continuing Smiley’s goal of making the world happier, kinder and more mindful, Loufrani created Smiley Movement in 2017. Smiley Movement is a non-profit community that aims to inspire positive change in society by tackling to pressing societal and environmental issues. Smiley Movement provides a cross-media platform of news, videos, events and awards that connects the nonprofit sector with the general public to enlighten minds and empower people to take positive action.

Today, The Smiley Company is one of the world’s largest licensing companies spanning fashion and homewares, food and beverages and continues to embrace collaboration as an opportunity to spread that message. important. For 2022, Smiley will bring back its original message of “Take the Time to Smile”, which is still as relevant as ever, spreading that positive message through global activations, brand collaborations and wellness experiences. More than an icon, a brand and a lifestyle, Smiley is a spirit and a philosophy and a reminder of the power of a smile.


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