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In 1997, CEO of Smiley Nicolas Loufrani came up with the ingenious concept of transforming national flags into Smiley icons and 18 years on this unique design concept remains a major global trend.

Fashion icon and creative director Jeremy Scott built a whole Moschino capsule collection for spring summer 2015 around Smiley’s world famous flag style guide and this featured as an all over print on a complete range of clothing and accessories in the brands catwalk shows in London and Milan, as well as today selling in some of the world’s leading boutiques. The brand also used the Smiley Italian flag as its submission as part of the cultural initiative to celebrate Milan hosting Expo 2015 in May this year, with a Smiley Italian flag manhole cover installed on the iconic Milan streets via Montenapoleone and via S.Andrea

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Smiley flags, remains Smiley’s oldest style guide that is still in use today and its renaissance could not be better timed with national flags taking center stage again at the plethora of major international sporting events taking place in 2016. The unique heritage and emotional attachment flags have in popular culture and lifestyle trends today could not be more apparent, and this will extend into 2016 with the introduction of an exclusive new style guide based on the popular Smiley flags style guide and celebrating the nations of sports. This exciting new development also features a range of limited edition and brand new emoticons based around the wide variety of sports disciplines that will feature next summer, as well as a Rio themed lifestyle style guides. This new development will create excellent commercial opportunities available to Smiley partners ahead of the 2 major International sporting events taking place in Brazil and Europe next Summer, where national flags will be at the middle of all media focus.

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Speaking about the concept, Nicolas Loufrani said, “transforming flags into smiley icons is a reminder to people that above all of our nations stands one common humanity for all. Smiley flags are a symbol of peace and happiness, uniting all humans together as one, smiling and winking at each other, whoever they may be and wherever they may come from.”


The Smiley flags style guide has always been a best selling category from Smiley and its unique adaptability to work across all categories from apparel and accessories through to gift, publishing, and home décor, will ensure the success of these new style guides and create many exciting new opportunities for partnerships with the world’s happiest brand in 2016.