Cult denim brand teams with long-time partner Smiley on special capsule collection.
This year cult denim brand Lee Jeans celebrates its 130th anniversary, and to honour the occasion, the company has teamed up with long-time partner Smiley to launch a special capsule collection.
The 30-piece workwear-themed range pays homage to 130 years of the brand and is comprised of t-shirts, hoodies, jackets and overalls.
It also features Lee’s signature denim and Smiley logo in ticking stripes and all-over typography print co-ords. Key highlights include colour blocking, utility styled shirts and iconic denim silhouettes.
As part of the marketing festivities to support the launch, Lee Jeans hosted a ‘SMILeeY Smile Party’ at the Nude Cake Shop in Shanghai to launch the new season collaboration for autumn/winter 2019.
Held in July, the activation included an exclusive event where some of China’s leading Kol’s were invited to put their creativity to the test in a birthday cake making influencer battle, as well as to get a sneak preview of the upcoming collection.
The influencers were also joined by Nicolas Loufrani, ceo of Smiley.
“It’s a great pleasure to continue our successful partnership with Lee Jeans and to help them celebrate 130 years history at the forefront of denim innovation, as we continue to collaborate with their teams globally on developing new products,” said Nicolas. “This range is very important for us as we keep on demonstrating to our fashion partners the versatility of Smiley’s brand collaborations.
“As we continue to work hard with our partners to design products that feature trending applications and designs that resonate with today’s trendsetters on a range of different textiles.”
The activation was supported by extensive event branding including the logo mash-up for the collaboration, ‘SMILeeY’, which was adorned on life-size Smiley’s, balloons, vinyls and a birthday cake.
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