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H&M teams up with SmileyWorld on kidswear collection

H&M has teamed up with SmileyWorld to create a new ‘feel-good’ kids clothing collection. Available from mid-May, the SmileyWorld x H&M collection is being launched in… View Article

FASHION RETAIL NEWS UK

H&M teams up with SmileyWorld on kidswear collection

H&M has teamed up with SmileyWorld to create a new ‘feel-good’ kids clothing collection.

Available from mid-May, the SmileyWorld x H&M collection is being launched in stores worldwide, as well as online at hm.com.

The move has seen different SmileyWorld icons being printed onto a range of urban beach life-inspired clothes, shoes and accessories. Items include t-shirts, t-shirt dresses, sleeveless tops, sleeveless hoodies and a range of shorts, plus pool sliders, caps, bucket hats and socks.

As with the majority of kidswear collections at H&M, the range features more sustainably sourced materials such as recycled cotton and recycled polyester.

Sofia Löfstedt, head of kidswear design at H&M, said: “We’re so happy to be collaborating with SmileyWorld! The original icons not only send a positive message to kids, but also teach them about their emotions. Exploring self-expression is such an important part of growing up. The skate influences of the designs are a wonderful complement to the SmileyWorld graphics, with roomy and relaxed fits, an emphasis on easy summer garments with a fun, casual vibe. It’s beachy and beyond — perfect to wear on a summer day.”

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