Take Time To Smile with SMILEY x SAINT JAMES


On the occasion of SMILEYS's 50th Anniversary, we have chosen to create a Breton Striped Shirt that brings together both our brands and thus adds a smile to your wardrobe. The capsule collection includes a unisex Breton Striped Shirt for adults and a children's version to make the whole family smile.

What is SMILEY?

Smiley is the ancestor of emoticons, the little yellow symbol that smiles and is French!

In the 70s, Franklin Loufrani drew this symbol to accompany the good news in the newspaper France Soir.

In the 1990's digital age, Nicolas, Franklin Loufrani's son, created the Smiley dictionary and emoticons expressing emotions in the digital age. From there, Smiley became a global icon.

Today, faced with the uncertainty of the future, Smiley's philosophy has taken a new flight. It has become an illustrator of good humor, positivity, creativity, a collaborative spirit for those seeking connection and inspiration.

More than an emoji

Smiley has been spreading positivity in the fashion, accessories, beauty, homeware, food packaging, and stationery sectors for several years. Smiley has become a lifestyle brand that encourages empathy, compassion, and gratitude. Its philosophy is to build a better future in an uncertain world.

A philosophy: take the time to smile.

50 years, 50 brands, 50 photos

Smiley created the "take the time to smile" operation. Its mission is to spread positivity to fill the world with smiles in 2022.

For this operation, Smiley has selected 50 brands with which it has collaborated. Among them, we find prestigious brands such as Karl Lagerfeld, Hermès, Aigle, and SAINT JAMES.

On this occasion, Smiley has published a book with Assouline Editions (on sale soon), entitled "Smiley: 50 Years of Good News". The book looks back at the moments in history that made them want to smile through exciting collaborations: 50 collaborations to celebrate 50 years of smiles.

Smiley also celebrates its birthday at Galeries Lafayette in Paris from February 21 to April 3. Indeed, Galeries Lafayette are planning a large-scale operation with a "50 for 50" pop-up on the department store's ground floor on Boulevard Haussmann in Paris.

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