New upbeat summer drop aims to celebrate getting back together with friends after months at home during lockdown.
French ‘on demand’ retailer, Jennyfer has launched an optimistic Smiley capsule which celebrates being able to hang out with friends once more.
The collection ‘powers positivity and optimism for better times ahead, channeling Smiley’s feelgood and look good summer vibes’ says the brand.
It features street art interpretations and subversions of the original Smiley logo on a full range of jersey separates that include t-shirts, loungewear and accessories and tapping into Smiley’s roots in art and music culture. There is also a nod of appreciation towards the culturally relevant artists, creators and trendsetters that have shaped Smiley’s iconic symbolism today.
“We see more brands turn to Smiley in these times, not just for great products but also to utilise our uplifting and positive marketing message at retail,” said Michaela Fass, svp fashion at Smiley. “In the face of the constant din of negativity, Smiley is providing an antidote for some of the world’s leading brands and retailers, through creative and positive products launched in situ with a message that is really in context with these times.
“Jennyfer is another great example of this, launching a line for teenagers with a powerful message that it’s great to hang out with your friends again after months away.”
The Smiley drop is supported with a complete marketing campaign including Smiley windows, decals, digital screens and a full point of sale offering in-store. In addition, lifestyle imagery and video content has been created to promote the line online and across social channels.
Jennyfer has over 500 stores worldwide, with more than 300 of these located in France.
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