Pull&Bear team up with Smiley for limited-edition streetwear capsule

The Smiley Company - June 2020

The Smiley philosophy lives on nearly half a century after its creation, as Pull&Bear spreads good news and positive vibes through latest hit collection and integrated campaign that goes viral.

Pull&Bear and Smiley – a philosophy based on positivity and urban spirit – have combined their talents to create a capsule collection of streetwear and accessories with creativity, art and contrast taking centre stage.

The capsule pays homage to Smiley’s iconic status as one of the leading cultural icons of the last century, celebrating the brand's deep roots in art, graphic design and subculture symbolism – with a nod towards the culturally relevant artists, creators and trendsetters that have shaped artistic activism with a streetwear swagger that will spread smiles.

Michaela Fass, SVP Fashion at Smiley, said, “it’s great to see a major partner like Pull&Bear, not just using Smiley for products, but also building an entire marketing campaign around our powerful message. At this time, Smiley’s positive good news message has never been more important and it’s cutting through with partners and consumers, who see Smiley as an antidote to the bad news.”

The line features T-shirts and sweatshirts in black and white, bringing Smiley's pop world together with the expressionist art of Van Gogh, impressionist works by Monet and the Baroque style of Vermeer, and all with the urban stamp of Pull&Bear in the graphics and prints.

The feminine side of the collection also features T-shirts and sweatshirts which combine classic works of art with Smiley originals, as well as denim twin sets with all-over Smiley prints and viscose shirts. The women's collection is completed by the perfect accessories to finish off a look, such as bucket hats, Smiley rings, necklaces and socks.

The collection’s launch has been supported by a range of exciting marketing activations, including an uplifting video that celebrates street culture and even has its own Tik Tok trend emerging. Pull&Bear has also launched a variety of online content from exclusive games, high-quality lifestyle imagery and even adopting a Smiley co-brand logo on its website for the duration of the promotion.

This new campaign is sure to lift spirits and your wardrobe for the summer months ahead.

For further information, please contact matt@smiley.com.