Smiley has teamed up with Best Seller Group, to launch an exciting apparel collection for SS17 through its Only stores, off the back of an extremely successful launch with Selected last year.

This new collection pays homage to the brand’s mission to ‘make the world a happier place’ through innovative plays on the classic Smiley. Oversized shirt dresses with bold statements, sit alongside asymmetric dresses with capped sleeves and iconic Smiley logos. Whilst cropped sleeve crews with a baseball shirt appearance have striking Smiley prints and scoop neck baggy tees feature pixelated Smiley check pocket embroidery, which also carries through the collection into loose fitting blouses.

Nicolas Loufrani CEO of Smiley Company was quoted saying “After the huge success of the Smiley London launch with Selected, we are now working with another great brand from the Best seller group. The Smiley studio and Only design team have come up with a fantastic Smiley London collection that pays tribute to our authentic roots in street culture. It is always a great pleasure to work with a retail group where everybody understands that the success of a collaboration is based on creating a real event in their stores with a wide range of very creative products. This is what really attracts customers in this very competitive marketplace.”

BESTSELLER is one of China’s leading fashion chains operating more than 8,000 stores in over 300 cities throughout China, with Only itself operating 1,764 stores.


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