Anya Hindmarch and Smiley link for campaign

By

Sandra Halliday

Published
Mar 21, 2017

Luxury bags and accessories specialist Anya Hindmarch has launched a global retail activation aimed at “making the world a happier place” through its long-time partnership with Smiley Company.

The campaign also features a social media engagement mechanism with a call to action to “share your #smiley selfie @anyahindmarch” via a range of giant Smiley icons in window displays and on the shop floor.

The shop window elements feature allover Smiley print decals and window vinyls across Hindmarch’s retail stores, including Madison Avenue in New York, Melrose Place in LA, Bond St and Sloane St in London, Aoyama in Tokyo and Lee Gardens in Hong Kong.

Smiley is enjoying a strong run of major name partnerships at the moment and recently announced a 20th anniversary link-up with destination store Colette in Paris.

It has also boosted its retail presence in China and over the last 12 months both the apparel and accessories teams have signed a number of high profile deals. The latest of these is the launch of a Smiley Happy Collection at Metersbonwe.

The extensive collection includes embroidered striped polos, contemporary sweatshirts with allover Smiley’s, as well as oversized men’s tees and shirts, plus distressed Smiley denim.

Metersbonwe has 3,000 stores in China and is a major name in casualwear in that country.