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.”