A collaboration that celebrates smiling as away of
living everyday life with lightness, colour and joy
— born from the union of two brands for whom a
smile has always been part of their essence.
THE
COLLAB
Some days begin lightly. Others, not so much. When a
day starts, no one really knows what lies ahead. And
it’s precisely within this uncertainty that the power of
a smile lives — a simple gesture that can change the
pace, the mood and even the way we see daily life.
The new Via Mia | Smiley® collaboration — TAKE THE
TIME TO SMILE — was created to remind us of exactly
that: that everyday routines can be lighter, more colourful and more joyful if we choose to live with a smile
on our faces.
TWO BRANDS CONNECTED
BY JOY & HAPPINESS
Every January, Via Mia launches its Back to Routine collection: Carry Every Day. In 2026, it arrives in an even
more special way, through an exclusive collaboration with the world’s most iconic smile: Smiley.
This partnership brings to life a natural connection between two brands united by creativity, positivity and
the transformative power of a smile, something that Smiley has been synonymous for for over 50 years.
More than fashion, Via Mia is about people, moments, creativity, collaboration and affection. Made in Brazil,
the brand carries colour in its soul and believes that colour is more than a detail — it is a way of living the
world. Colour is about spreading joy, inspiring lightness and having the courage to reinvent oneself.
With this same collaborative spirit, Via Mia has already coloured the world alongside Pantone, Aline Wirley
and Letícia Spiller. Now, it takes another step in its creative journey with Smiley, a global icon of happiness.
LIVE
LIGHT.
EVERY
DAY.
More than a collection, TAKE THE TIME
TO SMILE is a manifesto.
An invitation to laugh at yourself, to see
beauty in small things and to let the day
flow more lightly.
The campaign portrays routines that
smile — real people living their days with
authenticity, affection and joy.
ROUTINES THAT SMILE
Gaby :)
A ballerina since the age of five, Gaby has performed
at Theatro Municipal and now teaches dance at the
Conservatory of Dance and Art. She lives for movement and finds in discipline and love for dance the
strength to pursue her dreams. Not much of a talker,
but when she dances, it’s as if her smile gains body,
rhythm and lightness.
Lu :)
Luisa is a surfer and entrepreneur. Founder of the biodegradable swimwear brand Kilhas and cofounder of
Photo Contest — a championship that brings together
surfing and photography in an innovative format.
She lives in the sea — and from loving it. That’s where
her purpose, inspiration and the smile she carries
everywhere come from.
Clau :)
Recently graduated, Claudia works in the kitchen at
Guimas Brunch from Tuesday to Sunday, from 5pm
until closing time. For her, what inspires her to carry
a smile every day is the pleasure of serving and nourishing people with love.
MANI
FESTO
If routine is what we do every day, always in the same way, always in the
same place… does that mean nothing
can be different?
Routine is how we choose to live each
day.
And even when it seems the same, it
can be new.
May it be light, colourful, your own way
— but may it be every day, and always
with a smile.
ABOUT VIA MIA
Founded in Rio de Janeiro in 1998, Via Mia is
a Brazilian fashion brand that believes in the
power of colour, creativity and joy as a way of
life. With original design, national production
and a franchise network across the country,
the brand translates the spirit of those who
like to express themselves with lightness, humour and authenticity.
@viamia
SOBRE A SMILEY
Since 1972, Smiley has been the global symbol of happiness. More than a
graphic icon, it is a cultural movement
that has crossed generations, inspiring
people to find joy in small things and to
live with optimism — every day.
@smiley
THE COLLECTION
Via Mia presents the Via Mia | Smiley
collection — TAKE THE TIME TO SMILE,
launching nationwide in physical stores
and on the brand’s ecommerce from 12
January 2026.
The collection is divided into three lines
and was developed by Via Mia’s Design
and Style team in Rio de Janeiro, in collaboration with Smiley’s creative team
in London. The partnership brings together the Brazilian brand’s DNA with
Smiley’s iconic and optimistic universe,
resulting in a collection that is light, fun
and full of personality.
Highlights include an exclusive print
that blends Via Mia’s classic blackand-white polka dots with the Smiley face. The collection also features a
super-colourful line, monochromatic
pieces with embroidered multiple Smiley faces, and stone-washed denim
pieces with localised print applications.
A collaboration that celebrates good
humour, creativity and the desire to
carry a smile into everyday life.