Smiley continues to link with high-end brands and has launched a collaboration with LVMH’s luxury Spanish fashion house Loewe focused on 1970s hippie lifestyle icon Paula’s Ibiza.
The boutique became synonymous in that decade as an international hub for the hippie lifestyle and it's signature floral garments provide the backdrop to the new partnership “to signify better times ahead”, the company said.
Jonathan Anderson, Loewe’s creative director said: “This colorful capsule is all about optimism, elevated to an ‘nth’ and captured in immediate objects. It is about sharing values as a community, most of all: an invitation to look together to brighter days ahead.”
Loewe has worked with Paula’s for some time and this year’s offer includes a selection of clothing and accessories in fluorescent shades of yellow, green, and orange “to create a rave-y inspired summer collection: long-sleeved tops, sunglasses, jewelry”.
Many of the pieces feature Smiley outlined in mosaic on T-shirts tie-dyed in bright pastels or contrasted against black and white. It’s also seen dripping down in threads on an oversized jumper, turned into a pattern on a shirt with matching swim shorts or as buttons on a formal white shirt.
“There is even a secret Smiley in marguerite lace, with the symbol woven into the sleeves of an asymmetric shirt and throughout a floaty sleeveless maxi-dress,” the company said.
The colour and Smiley symbol are powered up on accessories too with a number of bags, including a small Gate Pocket bag and a Heel Pouch where the Smiley is as big as the bag itself.