June 24, 2020
Spanish fashion house Loewe has teamed with Smiley for an apparel and accessories line through Paula’s Ibiza.
For Summer 2020, Paula’s has dropped a selection of clothing and accessories in shades of yellow, green and orange to create a summer collection with long-sleeved tops, sunglasses, jewelry and other items. Pieces with Smiley iconography include:
Mosaics on t-shirts tie-dyed in pastels or contrasted against black and white;
An oversized jumper with the Smiley logo dripping down in threads; and
A pattern on a shirt with matching swimming shorts or as buttons on a formal white shirt.
“This colorful capsule is all about optimism, elevated to an nth and captured in immediate objects,” says Jonathan Anderson, creative director, Loewe. “It is about sharing values as a community – most of all: an invitation to look together to brighter days ahead.”
The collection also features a Smiley in marguerite lace, with the symbol woven into the sleeves of an asymmetric shirt and throughout a sleeveless maxi-dress. Multiple accessories get the smiley treatment as well.
“This collection brings a timely reminder that we need more freedom and love today,” says Michaela Fass, senior vice president, fashion, Smiley. “The Paula’s drop is an authentic reflection of Loewe’s roots in artisanal craftsmanship, a nod towards the enduring hotbed of Ibiza subcultures and a joyous, luminous and uplifting range to increase positivity in these times.”
Smiley has featured front and center for the launch, with a full-scale retail activation, major digital support and a PR and influencers campaign.
The campaign and partnership continue Smiley’s work in the fashion vertical. Earlier this year, the brand teamed with Lyfcycle for an eco-friendly apparel line.
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