London-based Smiley Company licensee Daydreamer LA have joined forces to launch a new collection of apparels at the US department store Bloomingdales.
The “super slick rock chick collection” will showcase a range of T-shirts featuring distressed over-dyed tank tops with choker neck detailing and bold plays on The Original Smiley icon. The collection is now available for purchase online and in 38 Bloomingdale store locations across the US.
“We are very happy to see Smiley back at Bloomingdale’s with Daydreamer LA. Thanks to all our high-end collaborations, the Smiley brand is seen all over the world as a strong fashion icon,” Smiley CEO Nicolas Loufrani said.
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This launch will significantly expand Smiley’s presence in the US market and boost its fast growing apparel retail footprint internationally. Smiley has enjoyed a remarkable retail growth of 31 per cent since 2015.
This deal marks the latest effort in a series of high profile collaborations including recent tie-ins with prestigious outerwear brand Moncler, French luxury boutique Colette and British fashion designer Anya Hindmarch.
