Smiley links with Benetton for AW19 kidswear collection

By

Sandra Halliday

Published
Oct 31, 2019

Benetton has laughed a new SmileyWorld line with supporting shop window campaign as the Smiley motif continues to prove a strong option for kidswear retailers globally.

In fact, Smiley is one of those unique properties that has a wide appeal across ages, taste levels and price ranges. Smiley is as likely to appear as part of a festival-themed youth collection these days as it is on a high-end or mass-market apparel and accessories line targeting a much wider demographic. 

In this latest example, the lifestyle-driven collection for girls and boys features sweatshirts, tees, knits, denim jackets, leggings, and dresses in a range of different trending styles and applications. Designs include glitchy graphic patterns in primary colours for boys to reversible sequins and glitter effects for girls. 

Hero pieces are a large Lurex Smiley embroidery on a soft fluffy sweater, and expressive icons on a dungaree dress. 

As well as the Smiley icons themselves, the collection also features expressive slogans such as “Make Today Awesome” and “Never Sleep.”

Smiley’s VP of Fashion Michaela Fass said the partnership “is a benchmark of how we are growing our children's business through integrated product and marketing campaigns that leave a lasting impact on the consumer, as we continue to develop our business with some of the world’s leading children’s apparel retailers.”

The collection has launched exclusively through Benetton’s own store network with the VM campaign featuring a unique mash-up of both brands' logos.