With its new collection, H&M aims to put a smile on consumers’ faces. The fast-fashion brand recently released a streetwear-inspired collection in collaboration with The Smiley, a nostalgic symbol of positivity.
Spanning tie-dye hoodies, puffer coats and joggers, T-shirts, rugby shirts and chunky jewelry, the collection melds modern silhouettes with the retro character. Recycled cotton blends are used throughout the collection, including for two jeans styles—a men’s relaxed jean and a women’s loose-high jean embellished with all-over Smiley laser prints.
The collection retails for $4.99-$49.99 and is available now.
With its ’70s roots, the property is a popular motif for patchwork, embroideries and laser work for denim brands. Kings of Indigo, Lee Jeans and American Eagle are among the labels that have bowed collections with The Smiley.
The universal symbol of happiness has been omnipresent in apparel and accessories this year as designers aim to uplift the mood of consumers, and the state of retail, with colorful and joyful products. Along with H&M, The Smiley has recently rolled out licensed collections with Anya Hindmarch, Farm Rio, Joshua Sanders, Pacsun, Sandro, Undiz and more. Each partnership puts a new spin on the familiar face, mixing Smiley with their own aesthetic and genres of fashion.