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Armani Exchange

As part of SmileyWorld's 50th Anniversary celebrations, the renowned brand ventured into a special collaboration with Armani Exchange for Fall/Winter 2022, focusing on brand activism and counterculture.

The commemorative collection showcased the iconic yellow and circular "Smiley" logo prominently placed on various garments and accessories. Bomber jackets, parkas, sweatshirts, T-shirts, and accessories all featured the distinctive SmileyWorld touch. Within the Smiley circle, the A|X logo was intertwined, along with the inclusion of Giorgio Armani's signature glasses and smile.

Skate-style sneakers crafted in black and white leather were adorned with the A|X x Smiley icon, adding a touch of urban flair to the collection. Additionally, black bucket hats, backpacks, and beanies complemented the range, offering a complete head-to-toe look.

Although the collaboration has concluded, it served as a memorable tribute, uniting SmileyWorld's iconic legacy with Armani Exchange's contemporary aesthetics, leaving an enduring impression on fashion enthusiasts.

Karl Lagerfeld

The Karl Lagerfeld x SmileyWorld collaboration celebrated Smiley's 50th anniversary with a captivating and groundbreaking collection. This iconic partnership brought together Karl Lagerfeld's creative brilliance and Smiley's infectious positivity, resulting in a playful and gender-neutral range.

The collection featured the timeless Smiley icon with Karl Lagerfeld's distinctive twist, including sunglasses and a ponytail. Vibrant yellow, black, and white hues adorned sleek trench coats, pleated skirts, jeans, hoodies, and more. Sustainability was prioritised, with eco-friendly materials used throughout the collection.

The collaboration showcased the power of combining creativity and shared values. It resonated with fashion enthusiasts worldwide, leaving a lasting impact on the industry. The success of the collaboration exemplified the synergy that arises when iconic brands unite their strengths.

The Karl Lagerfeld x SmileyWorld collaboration served as a case study for future collaborations, demonstrating the ability to create something extraordinary by merging individuality, joy, and a touch of irreverence. Though the collaboration has concluded, its legacy lives on, inspiring the fashion world with its positive spirit and unique designs.


The GAP x SmileyWorld autumn/winter collection brought warmth and style to the colder months with its range of cosy and comforting pieces. Warm fleeces, knitted beanies, jumper dresses, and soft sweaters were just a few of the warming items featured in the collection.

GAP and SmileyWorld joined forces to ensure that staying warm didn't mean compromising on style. The collection embraced vibrant blues, bright pinks, and deep greens, reflecting the energetic spirit of SmileyWorld. Various SmileyWorld emotions, including the winking and starry-eyed expressions, were incorporated into the designs, adding a playful touch.

The GAP x SmileyWorld collaboration presented a perfect blend of comfort and style, allowing individuals to embrace the colder months with cosy and fashionable apparel. Although the collaboration has concluded, the memories of warmth and joy created by the collection will continue to resonate with GAP and Smiley enthusiasts alike.


PUMA partnered with SmileyWorld to give its streetwear silhouettes a fresh twist. The collection specifically catered to kids, transforming their fashion with vibrant graphics and signature SmileyWorld icons.

Throughout the collaboration, colourful graphics and designs with positive messages took centre stage across apparel and footwear. Boys and girls had access to a wide range of options, including T-shirts, sweats, hoodies, leggings, joggers, shorts, dresses, and sneakers. The collection aimed to create a head-to-toe look that radiated style and enthusiasm.

The PUMA x SmileyWorld collaboration successfully combined PUMA's renowned streetwear aesthetics with the joyful and iconic SmileyWorld designs. By infusing fashion with positivity, the collaboration delivered a collection that brought smiles to kids' faces. Although the collaboration has now concluded, it leaves a lasting impact as a testament to the creative fusion of two iconic brands and their shared commitment to delivering unique and inspiring fashion experiences for children worldwide.

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