SmileyWorld announces a new launch with Undiz, one of the world’s coolest lingerie brands, on an exclusive range of sleepwear and underwear to celebrate the retail debut of a “Nu Icons’ design direction!
The stunning capsule collection hit stores across France this week, with beautiful pastel pyjamas, fleece hoodies, tunics, tangas, and oversized Tees, all featuring bold Smiley details such as printed motifs, patches, fuzzy icons, and slogans full of attitude!
The launch also marks the first appearance of Smiley’s new design direction ‘Nu Icons’, the latest icon direction from SmileyWorld. ‘Nu Icons’ is focussed on targeting young adults with an edgier and more urban inspired icon direction. Featuring geometric edges, more pronounced lines and references new media, digital art and the evolution of technology. This ‘Nu Icon’ style came to the forefront of recent focus groups and quantitative market research by the Smiley team, where millennials felt a close allegiance to this design direction.
Undiz marked the launch with a unique event at their flagship store in one of Paris’ most prestigious locations on the Champs-Élysées, attended by influencers and industry professionals from all over Europe. The store was decked out with large inflatable Smileys, in-store displays, and gift with purchase stickers. Smiley even produced a short video to promote the cool collection, which was played across both brand’s social media channels and in-store on screens and billboards – check it out below!