The Smurfs are coming to India via a fashion collection with ONLY.

"We are very pleased to announce our apparel collection with ONLY for Smurfs,” says Smita Mishra, founder and chief executive officer, Prism Licensing. “The iconic blue character is here to bring back some nostalgia and connect with the MZ generation. This association will further strengthen ‘Smurfs’ as a fashion brand in the Indian market.”

“ONLY has always been at the forefront of bringing forth fashion-forward and limited-edition collaborations that have resonated with our young consumers,” says Vineet Gautam, chief executive officer, Bestseller India. “As a brand, we have always believed in experimenting with something new and fun, and we are excited to launch the new ONLY x Smurfs collection that is themed around nostalgia and self-expression. With a unique couch-to-coast concept, the off-duty collection will surely strike a chord and evoke a feeling of joy among our style-conscious Millennial and Gen Z audience.” 

The characters come to life via ONLY's latest limited-edition collection. With quirky prints, street-style pieces and sporty silhouettes, the collection includes T-shirts and coordinating sets. Together, both brands have identified distinct prints that pair with the brands’ ethos, resulting in a collection that can be dressed up or down.

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"We are so thrilled by the ONLY x Smurfs collaboration,” says Véronique Culliford, president, I.M.P.S. and daughter of Peyo, creator of The Smurfs. “The collection is all about sharing Smurf fun and happiness. This is a first time in the women young adults’ fashion for The Smurfs in India, and we’re very proud to launch it with ONLY."