Smiley and Boy Meets Girl link for exclusive collab at Oscar Paris

By

Sandra Halliday

Published
Jul 6, 2018

Smiley has linked up with US-based Boy Meets Girl for a new streetwear collection, to celebrate “More Self Love.” The trend-led collection features a customised mash-up of the Smiley Original icon and the Boy Meets Girl logo. 

The 12-piece line includes unisex hoodies, sweats, sweatshirts, tanks and T-shirts, which are all being sold exclusively through upscale concept store Oscar Paris, at prices ranging from €55 to €100.

Smiley co-founder Nicolas Loufrani said Boy Meets Girl “embodies our brand message,” which is “about sharing cool, positive vibes.” The young contemporary streetwear label was founded in 2001 by fashion designer and creative director Stacy Igel and is inspired by her love of music and the NYC art scene.

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Smiley’s Loufrani added that “streetwear is a global trend that represents a state of mind and transcends generations and Smiley is experiencing huge growth in this category. Partnering with Boy Meets Girl USA to authentically share our brand’s messaging of self-love and choosing happiness is right on-point in today’s fashion climate."

The company supported the launch with a VIP party and a localised retail marketing activation programme and is expecting strong demand for the pieces based on the appeal of the Smiley icon and also Boy Meets Girl’s expanding profile.

The American label gets plenty of positive press and its popularity with celebs and its charitable initiatives both help on this front. Its previous limited edition collections connected to the Young Survival Coalition, BullyBust, Planned Parenthood, Human Rights Watch and more, help the brand to resonate with the Millennial customers that the Smiley collaboration is also targeting.