SmileyWorld® and Du Pareil au Même (DPAM) have launched Du Pareil au Smile, a back-to-school capsule collection that brings the optimistic, expressive universe of SmileyWorld® to one of France's best-loved childrenswear brands.
The collection is available across DPAM's network of more than 100 stores in France and several European markets, and online at dpam.com.
Rather than the classroom, the collaboration looks to the playground, the park and the walk home - the moment children reclaim their energy, their friends and their personality. It is a celebration of kids who dare to express themselves, laugh, create and show exactly who they are.
The capsule spans girls' and boys' wardrobes with a bright, graphic, easy-to-wear offer. Highlights include an all-over daisy-print zip-through jacket and matching wide-leg joggers, positivity-led sweatshirts carrying 'Pass The Positivity' and 'No Stress, Just Joyful Energy', light denim scattered with SmileyWorld® icons, a sticker-print sweatshirt, hooded and zip-through sweats reading 'Have The Best Day', and long-sleeve tees fronted by the 'Wishing You An Amazing Day' badge. Accessories complete the look with rib beanies, a colour-block bumbag, a crossbody bag, hair clips, a beaded necklace and character socks. Accessories start at €4.99, keeping the collection firmly within DPAM's accessible everyday price architecture.
The collaboration extends beyond product into a wider brand experience planned across the season. DPAM is preparing a programme of in-store moments to bring the collection to life for families, alongside a collectible Du Pareil au Même | SmileyWorld® tote bag.
The launch continues SmileyWorld's strong momentum in the childrenswear and back-to-school categories, where the brand's library of more than 3,000 icons offers licensees a ready-made language of emotional expression that resonates with children, tweens and parents alike.
Ross Wilson, Chief Product Officer - Fashion, The Smiley® Company, comments:
“Our collaboration with Du Pareil au Même is a true meeting of minds. SmileyWorld® is a brand that is playful, expressive and defiantly optimistic, built on the idea that a single icon can say what words cannot. DPAM has developed our philosophy into a beautiful and stylish children's wardrobe, readying kids for the new school year, and letting the icons do the talking with positive visual communication at the forefront.”