‘Summer of Love’ inspired collection promoted with a series of festival themed videos.
The Smiley Company has teamed up with fashion label Pretty Green for a ‘Summer of Love’ inspired festival range.
The 30-piece collection has been inspired by the heritage of the Smiley within music culture, as well as the 1989 Summer of Love when music evolved into free parties, raves and house music took over the UK club scene.
Another key influence was the oil lamp projections that used to be projected over psychedelic bands during music festivals in the 1960s.
The range includes t-shirts, sweatshirts, polo shirts, jackets, shirts and parkas. The psychedelic lava and smoke all over prints are featured on a lot of the collection including a cape, backpacks and bucket hats.
A marble pattern created exclusively by the design teams for the collection consists of a bright 80’s colour pattern and a hidden warped original Smiley face.
To promote the launch of the collaborative collection, Pretty Green shot a series of festival themed videos, which were teased on social media pre-launch to raise awareness of the collection and invite new and existing customers to sign up for notification of the launch.
The video shot celebrates festival culture and features a group of 20-somethings wearing the collection.
The flagship Pretty Green store in Manchester also held a special #PrettyGreenLive event featuring up and coming DJs and musicians.
“It’s great to collaborate again with Pretty Green,” said Nicolas Loufrani, ceo of The Smiley Company. “I regularly see very cool people in London, Glastonbury or Ibiza wearing items from our first capsule collection and I am sure this new tribute to the free party movement of the early 90s will be a huge success.”