For the AW14 season, SmileyWorld have partnered with fashion bags licensee Guangzhou Qiankun to release a new collection of fashion bags and accessories in China.

The collection was previewed by trade and industry insiders on July 28th at the Reed Huabai trade show in Shanghai, where over 50 SmileyWorld designs were showcased.

A bold colour palette of yellow, red, black and white, with flashes of grey and blue, has been used across shoulder bags, backpacks, oversize totes, clutch bags and ipad cases. Designs include camouflage, graffiti, animal and all over Smiley prints, as well as references to countries and cities in the World, such as the British Union Jack and American flags, and London & New York slogans.

The collection is aimed at young adults, and will launch later this year in freestanding SmileyWorld franchised bag stores across China, opened by Guangzhou Quinakun, as well as over 200 SmileyWorld apparel stores opened by franchise partner Shanghai Yihua.

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