A clear sign of positive energy and uplifting sentiment, the smile brings people together. Since 1972, this sentiment has been captured by smileyworld®; the iconic yellow, smiling expression that has become a universal symbol of creative activism and counterculture.

To celebrate smileyworld®’s fiftieth anniversary, A|X has created two designs, combining both brand identities for an innovative and light-hearted outcome.

The first replaces the smileyworld® eyes with the letters from the armani exchange logo, while the other references giorgio armani’s recognisable glasses and smile. The result is a special collaboration offering a diverse range of clothes and accessories, mixing essential items with fun branding and highly sustainable fabrics, in line with the values of both a|x and smileyworld®.

The selection is characterised by the smileyworld® as an all-over print on the casual outerwear (such as bomber jackets and parkas), hats, and small pouches knitwear. smileyworld® is also applied as patches onto down jackets, blousons, sweatshirts, t-shirts, socks, sneakers, and backpacks. regardless of the format in which it’s used, smileyworld® radiates happiness and energy.

The smileyworld

Created in 1972, by french journalist franklin loufrani to spread feel-good news, the smiley trademark/brand would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity and putting social and emotional learning at the top of the agenda. Smiley is a universal counter culture icon with a message of positivity that has influenced generations across the globe. reinvented and redefined by generations of activists, artists and creators, smiley continues to thrive and influence future generations.

In 1996 Nicolas Loufrani, son of Franklin, took the helm whilst the world was in the midst of the digital revolution and saw a huge opportunity to bring smiley into the digital world. Nicolas created a whole new way of communicating, using a variety of facial expressions on the original smiley to convey emotions. His emoticons are now used by everyone around the world every day.

Pursuing smiley’s goal to make the world a happier, kinder, more conscious place, Loufrani created the smiley movement in 2017. Smiley movement is a non-profit community which aims to inspire positive change in society.

Addressing urgent societal and environmental problems. Smiley movement provides a cross-media platform of news, videos, events and awards that connect the non-profit sector to the broader public to enlighten minds and empower people to take positive action. Today, the smiley company is one of the world’s top global licensing enterprises that extends across fashion and homewares, through to food and beverage and continues to embrace collaboration as an opportunity to spread this important message. For 2022 smiley will bring back its original message of ‘take the time to smile’ which is still as relevant as ever, by spreading this positive message through global activations, brand collaborations and feel good experiences. More than an icon, brand and lifestyle, smiley is a sprit and philosophy and a reminder of how powerful a smile can be.

In the Philippines, Armani Exchange is exclusively distributed by Stores Specialists, Inc., and is located at Glorietta, Alabang Town Center, Greenbelt, Power Plant Mall,Shangri-La Plaza and online at Trunc.ph, Rustans.com, Zalora. Visit www.ssilife.com.ph, subscribe to our SSI LIFE YouTube Channel, and follow @ssilifeph on Instagram and Facebook for more information.