Smiley, Camfoni Debut Children’s Apparel

Smiley Originals will highlight both brands’ roots in British and French fashion as well as the emoticon brand’s trademark logo.

The Smiley Company has tapped licensee Camfoni to create a new collection of kids’ apparel inspired by the classic Smiley brand.

The line, called Smiley Originals, will blend sporty cuts and tailored separates, as well as denim pieces, to highlight the collection’s “versatile aesthetic.” The range also features a color palette of red, white and blue in order to highlight both brands’ roots in British and French fashion, and will showcase Smiley’s trademark yellow hues and feature classic Smiley embroidery across all pieces.

“We are launching for the first time a Smiley Originals fashion collection for upscale kids’ boutiques and department stores,” says Nicolas Loufrani, chief executive officer, Smiley. “We believe that after all the positioning work we have done with our collaborations with the likes of Moschino, Fendi, Anya Hindmarch and Moncler, that there is an appetite for more sophisticated consumers to buy quality and stylish Smiley garments. We already have orders on the table from some of Europe’s most prestigious kids’ retailers, so fully expect this new line to hit the ground running.”