The upbeat Summer drop celebrates getting back together with friends after months stuck at home during the lockdown
Jennyfer, the leading French ‘on-demand’ retailer, is bucking the trend on the high street. Rather than re-opening their 300 stores post lockdown with a sale, they have launched an optimistic Smiley capsule that celebrates hanging out and chilling with your friends again after a long time.
The collection powers positivity and optimism for better times ahead, channeling Smiley’s feelgood and look good Summer vibes. Featuring street art interpretations and subversions of the original Smiley logo on a full range of jersey separates that include tee shirts, loungewear and accessories and tapping into Smiley’s roots in art and music culture. With a nod of appreciation towards the culturally relevant artists, creators and trendsetters that have shaped Smiley’s iconic symbolism today.
Michaela Fass, SVP Fashion at Smiley, said, “We see more brands turn to Smiley in these times, not just for great products but also to utilise our uplifting and positive marketing message at retail. In the face of the constant din of negativity, Smiley is providing an antidote for some of the world’s leading brands and retailers, through creative and positive products launched in situ with a message that is really in context with these times. Jennyfer is another great example of this, launching a line for teenagers with a powerful message that it’s great to hang out with your friends again after months away.”
The Smiley drop is supported with a complete marketing campaign, including Smiley windows, decals, digital screens and a full point of sale offering in-store. While lifestyle imagery and video content have been created to promote the line online and across social channels.
The upbeat Smiley drop at Jennyfer is available in-store and online. https://www.jennyfer.com/fr-fr/licences/smiley/