Smiley links with Michiko Koshino and Gucci for streetwear and film
Smiley has worked with Michiko Koshino to commemorate the 30th anniversary of what became known as the Second Summer of Love with the release of a new AW18 Streetwear collection and it’s also part of Gucci’s short film marking the anniversary.
The summer of 1988 saw the rise of acid house music and the dominance of the rave scene, which continued into 1989, and Smiley’s link-up with Koshino through the Michiko London Koshino label revisits and updates the look of the times.
The “first-to-market” exclusive womenswear and menswear collection is inspired by the era when Koshino was first coming to prominence with her work back then heavily influenced by the prevailing youth culture. She established herself as one of the pivotal designers to emerge from the growing London club scene, fusing functionality and fashion. Her bomber jackets with multiple pockets enabled clubbers to leave their bags at home and are now synonymous with rave culture.
The new collab is sold exclusively at Wego, a high street retailer in Japan, Seoul and Hong Kong, and includes a range of T-shirts, sweatshirts, bomber and denim jackets, caps, hats, socks and tote bags.
Meanwhile, Gucci’s short film entitled The Second Summer of Love: London featuring Smiley focuses on friends on a night out, driving around looking for the ultimate experience. The four characters bond over the anticipation and dead-ends, showing the film “is about the journey and the company rather than arriving at the final destination,” it said.
“During the last decade, Smiley’s feelgood positive brand heritage has become an acknowledged part of pop culture and music. Thirty years ago, this year, the UK saw what we 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,” said Smiley CEO Nicolas Loufrani.
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