We are super happy to announce a brand new collaboration between Smiley and Dueplay, a fashion brand founded by well-known Chinese celebrity Kai Zheng, a regular contestant on the ever popular Running Man variety show! ^^

 

 

The announcement coincides with the launch of the two brand’s beautiful collaboration collection at Beijing Galeries Lafayette on June 8th. At the opening Zheng was joined by Ring Chow, one of the first to introduce Smiley into the Chinese market, to engage with the hundreds of dedicated fans that arrived to see the new range in all it’s glory! Zheng hopes to promote the positivity among the young and encourage them to always embrace life with a smile – an ethos that coincides perfectly with Smiley’s DNA! 🙂

 

 

The collection consists of a wide range of products, featuring slogan T-shirts; ‘Keep it up’, ‘Victory72’ and ‘I like Running’, with a variety of funky colour options to catch the eye. Zheng wishes to lead a positive and healthy trend – to be active, energetic, and to remind the young how important it is to unwind in a modern fast-paced society, and to take the initiative to embrace a healthy lifestyle.

 

 

Beijing Galeries Lafayette, made up of many world-renowned brands, is one of the leading department stores in China and has long been one of the coolest places for young adults to congregate. Dueplay is one of the first local fashion brands to step into this landmark international fashion department store.

The Smiley x Dueplay collection will be available for purchase through Dueplay’s online stockists, Smiley’s offline and online stores, and the MyMM App – a built-for-China social mobile commerce platform, which is jointly founded by Walton Brown (a company of The Lane Crawford Joyce Group), The Wharf (Holdings) Limited and eCargo Holdings Limited.  The collaboration brings consumers and their favourite brands closer, encouraging new trends and styles in fashion, and creating exciting new experiences for fashion fans! 😀