Smiley teamed up with DB BERDAN, the young London based hyper streetwear brand, for an exciting collaboration that debuted on the catwalk on Tuesday 17th September. The designers showcased their SS20 collection in conjunction with The British Fashion Council On Schedule at 180 The Strand.
The collection entitled, Self-Love Club, references the male dominating sports clubs and turns them into a gender-inclusive activity, hence the slogan "Racing for equality." The notion of 'self-love' challenges everyone to love themselves and to embrace each other's differences in these "invisible battles". DB BERDAN SS20 collection pays tribute to the LGBTQ+ people in the sports industry such as Greg Louganis, Stella Walsh, and many others.
Self-Love Club collection consists of silhouettes inspired by the late 80's and early 90's hip hop and rave cultures, with a big nod to the iconicity of Smiley amongst these scenes. Bold colours, oversized tie-dye denim hoodies, large placement print Smileys and joggers that turn into shorts. Collection highlights included cotton 80's bat sleeved button-up shirts, and basketball shorts that turn into skirts, all incorporating authentic environmentally friendly prints created by DB Berdan.
Michaela Fass, VP of Fashion at Smiley said, "Smiley continues to be the standout brand for upscale collaborations in licensing. All embracing and diverse the Smiley has become the de facto icon of global counter culture and a symbol of the ongoing symbiosis between fashion and music worlds. We are proud to partner with DB Berdan, who are creating highly innovative streetwear collections that spread an important message of diversity and inclusivity."
Smiley is the latest brand to partner with DB Berdan, following past collaborations with the likes of Pepsi, Reebok, Red Bull, and Disney.