Smiley London has joined forces with one of the World’s leading fashion groups, BESTSELLER, to launch a new hipster apparel range into 1,600 Selected stores across China.
Selected were looking to tap into Smiley London’s authentic roots in music and youth culture in order to create a collection that took the world famous Smiley icon onto a range of streetwear inspired products. This apparel range featured classic varsity styling that included sweatshirts, graphic tees, patterned polos and embossed dresses that all played on the unique credibility of the Smiley icon to create the ultimate urban inspired collection.
Selected supported the products launch with an exclusive photo shoot that showcased Smiley’s unique London swagger and payed homage to the brands long standing relationship with the music world.
Check out behind the scenes video footage from the lookbook shoot: