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Smiley teams with Bershka on ‘phygital’ fashion collection

The Smiley brand has joined forces with fashion retailer, Bershka and fashion tech company, DressX on a new ‘phygital’ collection which can be purchased physically and digitally.

The physical range includes a matching loungewear set, t-shirts, crop tops, swimwer and accessories, as well as a specially created fragrance, reported The Industry.Fashion.

Meanwhile, the launch of Bershka digital ‘metalooks’ has seen the introduction of seven AR fashion pieces allowing the digital fashion community to browse and try on the collect first via DressX, which is a multi-brand store for digital fashion, clothes and accessories, NFTs and AR looks.

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