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H&M ups commitment to brands with SmileyWorld kidswear collab

H&M’s latest summer collaboration with the SmileyWorld brand is aiming to bring some feel-good vibes to the high street, as well as continuing its successful streak of high profile brand partnerships.

Celebrating Smiley’s 50th birthday, different SmileyWorld icons have been printed onto a range of urban beach life-inspired clothes, shoes and accessories.

Products include t-shirts, t-shirt dresses, sleeveless tops and hoodies, plus a range of shorts, pool sliders, caps, bucket hats and socks. In addition, there is also a beach towel, bag and sunglasses.

The colour palette is a mix of popping colours with neutrals and muted cantaloupe, mint and pink, while tie-dye and stripes have also been used to add to the summer vibes.

The entire collection is also made using more sustainable materials, such as recycled cotton and recycled polyester.

“We’re so happy to be collaborating with SmileyWorld,” commented Sofia Löfstedt, head of kidswear design at H&M. “The original icons not only send a positive message to kids, but also teach them about their emotions. Exploring self-expression is such an important part of growing up.

“The skate influences of the designs are a wonderful complement to the SmileyWorld graphics, with roomy and relaxed fits, an emphasis on easy summer garments with a fun, casual vibe. It’s beachy and beyond – perfect to wear on a summer day.”

Nicolas Loufrani, Smiley ceo, added: “After the challenging last couple of years, what better way to navigate out of these times with this campaign that aims to reverse a global smile deficit, spread positivity and fill the world with smiles in 2022. We are delighted to amplify this message of positivity and happiness to kids across the globe with H&M.”

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