Bloomingdales to Showcase Smiley Fashion

Emoticon brand inspires new fashion line for the American retailer.

Smiley and licensee Daydreamer LA have joined forces to launch a new collection of apparel at the U.S. department store Bloomingdales.

The new “super slick rock chick collection” will showcase a series of apparel, including a distressed tank top and vintage t-shirt that highlight Smiley’s original icon.

The collaboration will also help the brand expand its global apparel retail footprint as well as its presence in the American market.

”We are very happy to see Smiley back at Bloomingdale's with Daydreamer LA,” says Nicolas Loufrani, chief executive officer, Smiley. “Thanks to all our high-end collaborations, the Smiley brand is seen all over the world as a strong fashion icon.”

The new collection is now available in all 38 Bloomingdales locations as well as online.