This has been a fantastic year for Smiley and our Asian licensees, with many high-end brands going from strength to strength and seeing real success within their product categories.
One brand looking to build on this massive success is Hong Kong’s famous House Of Avenues. They recently celebrated their brand new exclusive ‘We Are Family’ collaborative line of Smiley footwear and accessories with the opening of two pop up stores – one in Mong Kok, and another Hong Kong’s fashionable Causeway Bay area, a mecca for couture fashion retail.
The incredible press launch party attracted high profile guests, bloggers, and celebrities from all over the region, coming together to mingle amongst walls covered from floor to ceiling with vibrant Smiley motifs and lined with beautiful House of Avenue footwear!
Guests were even treated to a selection of delicious Smiley biscuits, cupcakes, drinks, and candies to whet the appetite for fashion, and many a selfie was taken in front of the newly designed store fronts decked out with Smiley vinyl stickers. The iconic fashion house are also running a promotion for a limited time to collect stamps from the stores and win a cool Smiley gift set, so you are guaranteed to see customers returning with a smile on their face! 😉
House of Avenues is a brand that is known for setting trends in design, fashion, and youth culture, and this is clear to see in the connection between the beautiful new range, and the vibrant marketing materials that accompany it. The brand’s designers created an incredible bespoke visual campaign with products modelled in a unique old school style with a modern twist, mixing elements of early ‘Mod’ culture, vintage hollywood, and pop stylings, with bold quotes and taglines relating to classic soul and motown music of the 70s and 80s.
The collection itself fuses on-point aesthetics with a confident swagger to express positivity and femininity, whilst House of Avenues also reworked the classic Smiley icon to feature across a range of quirky design techniques, from oversized Smiley halves to mix match emoticon patch variations on velcro strips.
House of Avenues also released a stylish SmileyWorld shoulder bag, with multi coloured smileys juxtaposed against the matt black leather background, and bright yellow smiley buttons forming a bold motif to decorate the long strap.
If blending fashion and fun sounds ‘right up your street’, House of Avenues’ Smiley pop up shops will be open for a limited time, so head on down and pick up your own little slice of happiness today!