Smiley joins Anteprima for runway bag line

By

Sandra Halliday

Published
Sep 25, 2018

The Smiley company’s latest brand link-up has made the most of the buzz around Milan Fashion Week with Anteprima unveiling a unique Smiley winky 3D Wirebag line at its spring/summer 2019 show.

The designer label and Smiley worked together to co-create the ball-shaped bag line, which Smiley said was conceived “with fashionistas in mind.” 

The bags are handcrafted with wire cores and produced using “pioneering techniques and design that have inspired Anteprima Creative Director Izumi Ogino’s passion for creativity and luxury.”

And the company has already got the bags into the hands of a number of influencers, including ubiquitous sisters Ami and Aya Suzuki.

“We believe above anything, fashion should make you smile and feel good. We are pleased to continue our tradition of partnering with luxury brands like Anteprima to innovate and bring fun, fashion-forward designs to consumers”, said Nicolas Loufrani, CEO of The Smiley Company.

It’s part of an ongoing strategy that has seen Smiley linking up with a raft of names from the mass-market to the higher-end but with partnerships that don’t saturate the market and with brand partners that also have a strong story to tell.

Recent partners include Lee Jeans, Ami Paris, Boy Meets Girl, Primark, Undiz, Moschino, Hyundai Department Store, Uniqlo and Anya Hindmarch.