Retailer spreads ‘good news and positive vibes’ through latest collection with brand and integrated marketing campaign.
Retailer Pull&Bear has launched a limited edition new streetwear capsule with The Smiley Company.
The capsule aims to pay homage to Smiley’s 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’.
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, all with the urban stamp of Pull&Bear in the graphics and prints.
Meanwhile, 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.
There is also a range of accessories including bucket hats, Smiley rings, necklaces and socks.
The collection’s launch has been supported by a range of marketing activations. This includes an uplifting video which celebrates street culture and even has its own TikTok trend emerging.
Pull&Bear has also launched a variety of online content from exclusive games, high-quality lifestyle imagery and has adopted a Smiley co-brand logo on its website for the duration of the promotion.
“Tt’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,” said Michaela Fass, svp fashion at Smiley. “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.”
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