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Smiley debut’s at Milan Fashion Week: the popular yellow smiley face brand presents together with the Italian brand Happiness the new spring summer 2014 capsule collection, which reinterprets the spirit of Franklin Loufrani, father of the iconic smiling brand.

The location was Tortona Street in Milan, just in front of the White Trade Show, which has been inundated by international fashion journalists, who came to see the amazingly cool ‘Happiness gym’.

Guest of Happiness & Smiley stand included the popular champion bike trial rider Vittorio Brumotti, and the showgirl Giorgia Palmas, together with the international chef Carlo Cracco, who came with a hot dog van, to offer his speciality: Eggs a la Cracco Style.  At the event, even the famous writer Nicolai Lilin, author of the best seller “Educazione Siberiana”, which is being made into a movie with the actor John Malkovich, in the hands of the popular director Gabriele Salvatores.

The capsule collection Smiley & Happiness  is a perfect match between Smiley a club culture brand, which dominated the Londoner fashion in 90’s, and an Italian firm which is reinventing streetwear. Smiley & Happiness collection is already available on My Closet store in Milan.

Milan Fashion Week has been for Smiley the occasion to show in a special area of the HAPPINESS stand the new Smiley London spring summer collection 2014, urban inspired t-shirts and sweatshirt for men and women, available soon on www.smiley.com

MFW has been for Smiley another occasion to party… we love it!

SMILEY & Happiness at MTF