A feel-good factor comes from the inside out, but also from the outside in. Today, our Social Media Manager, Lidia, explores how happiness is driving fashion, into a new trend: feel-good fashion.

I recently read an article in The Times about the rise in ‘feel-good fashion,’ and it got me thinking about Smiley who, as purveyors of happy fashion, have arguably had quite a hand in this trend…


As Rachael Dove rightly points out, ‘high fashion’ has been stereotypically associated with black: it’s chic, slimming and looks good on everyone, and with everything.

But now, people are noticing that things are changing; catwalks are being filled with neon, Instagram feeds are brimming with all the colours of the rainbow (and in many cases, the actual rainbow designs themselves), and a general upbeat, happy trend is trickling through the fashion vines.

But to us at Smiley, the happiness movement in fashion is no new thing. In fact, Smiley have been flying that flag since it was first trademarked in 1972. It was in these subsequent years, as early as the 70s, that Smiley collaborated with the likes of Levis and Tommy Hilfiger. More recently, Smiley have had partnerships with Anya Hindmarch, Moschino, Joshua Sanders, the Happiness Brand, Zara, Topshop, H&M, Black Martine Sitbon and a cool capsule collection with Pantone (to name just a few).


As Dove noted in her article, Smileys have well and truly started strutting down catwalks, either through Hindmarch’s bags, Moschino’s swimsuits or Sanders’ Smiling shoes. Smiley-embossed apparel is now flying off the shelves.


And why should we be surprised? Happiness is a major trend today throughout the world, from Coca-cola to Volkswagen, Nivea to Right Move: Happiness is the goal, and brands are the medium.

Smiley have been championing happiness and positivity through feel-good fashion for decades, believing in the importance of spreading good vibes from the inside out, and also from the outside in.

Ad 1

A smile is better when it’s shared, which is why Smiley have wanted people to continue the movement of sharing joy with others. Not one to ever hide away, it’s a brand that proudly encourages its wearers to be bold, different and bright; self-expression in the most feel-good fashion way.


Marianne Williamson said, “Children are happy because they don’t have a file in their minds called, ‘all the things that could go wrong.'” If we believe this, that children know a happiness that we adults lose sight of during the rise in adult-woes as we grow, then let’s break that mould. Let’s continue to wear bright colours, continue to stand out in Smileys and wear feel-good fashion that’s miles apart from safe, same-y black.