Upscale apparel collection developed in partnership with children’s fashion experts Camfoni.
The Smiley Company has unveiled a new signature kids collection featuring the brand.
The new upscale apparel collection is aimed at two to 16 year olds, and has been developed in partnership with Camfoni – the team behind the kids’ line for designer, Christian Lacroix.
Smiley Originals will mix sporty cuts and tailored separates, alongside denim pieces. It will feature a distinctive colour palette of red, white and blue to symbolise both brands roots in British and French fashion culture, fused with the trademark Smiley yellow interspersed with floral prints.
Subtle classic Smiley embroidery will also feature across all pieces.
Smiley ceo, Nicolas Loufrani, said: “We are launching for the first time a Smiley Originals fashion collection for upscale kids boutiques and department stores.
“We believe that after all the positioning work we have done with our collaborations with the likes of Moschino, Fendi, Anya Hindmarch and Moncler, that there is an appetite for more sophisticated consumers to buy quality and stylish Smiley garments.
“We already have orders on the table from some of Europe’s most prestigious kids retailers, so fully expect this new line to hit the ground running.”
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