Smiley Basks in the Second Summer of Love

The Smiley Company is celebrating the 30th anniversary of the Second Summer of Love with a new short film with Gucci and a streetwear collaboration with Michiko London.
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October 26, 2018

Smiley Basks in the Second Summer of Love

The Second Summer of Love refers to the period in the late '80s when acid house music and rave culture were prevalent in the U.K. youth scene. Gucci’s short film, entitled

The Second Summer of Love: London

, follows a group of friends on a night drive who are looking for a fun experience and who bond over their shared hopes, dreams and use of Smiley characters.

“During the last decade, Smiley’s feelgood positive brand heritage has become an acknowledged part of pop culture and music,” says Nicolas Loufrani, chief executive officer, Smiley. “Thirty years ago, this year, the U.K. saw what we’re 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.”

Michiko London Koshino brand has signed on to create an exclusive line of men’s and women's streetwear inspired by the period. The range celebrates eponymous designer Michiko Koshino’s history

as an innovator in rave culture fashion and includes t-shirts, sweatshirts, bomber and denim jackets, caps, hats, socks and tote bags.

The Michiko London Koshino x SmileyWorld line will be sold exclusively at WEGO, a retailer in Japan, Seoul and Hong Kong.

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