SMILEY CELEBRATES “SECOND SUMMER OF LOVE” WITH GUCCI AND MICHIKO LONDON WITH THE RELEASE OF A SHORT FILM AND A NEW AW18 STREETWEAR COLLECTION.
To celebrate the 30th anniversary of the Second Summer of Love, Smiley partners with Gucci launching short film, featuring Smiley and team’s up with Michiko London to launch new exclusive AW18 streetwear collection.
The Michiko London Koshino x SmileyWorld collaboration is first-to-market an exclusive womenswear and menswear collection inspired by Summer of Love, created by iconic fashion innovator Michiko Koshino.
Michiko cemented her iconic cult status in the early 90’s, having established herself as one of the pivotal designers to emerge from the growing London club scene. Her early designs fused functionality and fashion; Michiko’s bomber jackets with multiple pockets enabled clubbers to forgo their bags and are now synonymous with rave culture. The Michiko London Koshino x SmileyWorld line will be sold exclusively at WEGO, a high street retailer in Japan, Seoul and Hong Kong. This on-trend collaboration includes a range of T-shirts, sweatshirts, bomber and denim jackets, caps, hats, socks and tote bags.
Gucci’s short film entitled The Second Summer of Love: London featuring Smiley, starring friends on a night out, driving around looking for the ultimate experience, featuring Smiley the feelgood icon of youth culture. The four characters bond over the anticipation and dead ends, showing the film is about the journey and the company rather than arriving at the final destination. To see the film click here.
“During the last decade, Smiley’s feelgood positive brand heritage has become an acknowledged part of pop culture and music. 30 years ago, this year, the UK saw what we now calling the Second Summer of Love and Smiley continues to be at the forefront of this iconic time of fashion, music and art and we look forward to working on upcoming Summer of Love collections for 2019" said CEO Nicolas Loufrani.
For over 45 years, The Smiley Company has shaped the way we share happiness and express ourselves through iconic products found all over the world. Smiley is a truly unlimited and unique brand that has influenced musical generations, social movements, popular culture and the pursuit of happiness. Now four decades later, Smiley has become more than just an icon, a brand and a lifestyle: it is now a spirit and a philosophy, reminding people just how powerful a smile can be.
Influential, innovative and progressive, Gucci is reinventing a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses. Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.
ABOUT MICHIKO KOSHINO
Respected by London’s fashion community as one of the industry’s original innovators, Michiko Koshino was among the wave of Japanese talent to descend into Europe during the early 80’s, bringing with them an entirely new way of thinking. Michiko’s designs and personality soon became interlinked with the prolific London club scene as she rose to fame in the early 1990’s – a favourite of Stella McCartney, David Bowie and Moby to name a few. Michiko has dressed not only stars, but a generation, and as a result her numerous labels including Yen Jeans, Michiko London and Motorking have achieved both commercial and cult success alike.