SHEIN and The Smiley Company bring smiles worldwide with new collection

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Global fashion and lifestyle online retailer SHEIN has teamed up with The Smiley Company to launch two extensive collections featuring the 'Newmoj' and 'SmileyWorld' brands, celebrating positivity and self-expression across a wide range of categories.

The Smiley Company, renowned for its iconic 'Smiley' brand, is known for spreading happiness and positivity. The partnership combines Smiley’s uplifting energy with SHEIN’s trend-driven designs, resulting in two collections offering a variety of products, from apparel and accessories to homeware and pet products.

The 'SHEIN X Newmoji' collection aims to capture the playful and expressive essence of emoticons, bringing designs to life across fashion and lifestyle items.

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Meanwhile, the 'SHEIN X SmileyWorld' range features bold, fun, and energetic expressions, designed to add a layer of excitement to every product. With a design-focused approach, SHEIN stated that both collections aim to emphasise vibrant iconography and creative expression.

The two collections are now available globally on SHEIN's website. The online retailer is also calling on fans to share their favourite pieces from the collections on social media using the hashtags #NewmojixSHEIN and #SmileyWorldxSHEIN.

Janet Martin, chief product officer, lifestyle consumer products at The Smiley Company said, “We’re thrilled to launch a new range of 'SmileyWorld' and 'Newmoji' products with SHEIN. This collection centres on fun and positivity, allowing customers to express their emotions and individuality."

She added, "SHEIN is a fantastic partner with a vast global reach, and we can’t wait to see how people engage with these products.”

In tandem, a SHEIN spokesperson said, "Exciting product variety and service excellence are the foundation of SHEIN’s success. And our on-demand production engine is the force that empower us to keep making the beauty of fashion accessible to all."

They added, "Both 'SmileyWorld' and 'Newmoji' collections have such a universal appeal that is sure to bring a smile to everybody’s face.”

MARKETING-INTERACTIVE has reached out to SHEIN for more information.

SHEIN is no stranger to funky collaborations. In June last year, the retailer partnered with Sriracha, Huy Fong Foods’s hot chili sauce, in celebration of Asian American and Pacific Islander (AAPI) Heritage Month. AAPI Heritage Month, an observance passed by Congress since 1990, is meant to acknowledge the history of Asian immigrants and their lengthy contributions as workers to American society.

Developed exclusively by seven Asian artists under SHEIN’s flagship incubator programme SHEIN X, this limited-edition collection allowed customers to reinterpret the iconic hot sauce in unique designs across a range of apparel, homeware, and even phone cases.

However, it has not been all fun and games for SHEIN. Prior to their collaboration with Siracha, UNIQLO's owner Fast Retailing filed a lawsuit against SHEIN for selling replicas of its round mini shoulder bag.

According to Fast Retailing’s website, UNIQLO filed a lawsuit against Roadget Business, Fashion Choice and SHEIN JAPAN, operators of the retail brand SHEIN on 28 December 2023 in the Tokyo District Court. The Japanese apparel brand said that the sale of products took reference from the form of its round mini shoulder bag, and this violates the Unfair Competition Prevention Act.

“The company filed this complaint because it has determined that the form of the limitation products sold by SHEIN closely resembles that of its own product, and that the sale of the imitation products by SHEIN significantly undermines the high level of customer confidence in the quality of the UNIQLO brand and its products,” the statement read.

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