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Smiley is more than an icon,
more than a brand, more than a lifestyle. It is a spirit! It is there
to remind everyone of us how powerful a smile is, how much you can
change in your life and the life of others just with a
smile.
Back again after a major makeover by top designers and stylists Smiley is going back to basics with Smiley Collection: “A vintage brand promoting happiness, positive thinking and originality”. The brand features womenswear, menswear, bags, jewelry, beauty products, gifts, decorative items, home textiles and will soon offer bags, lingerie, swimwear, shoes and watches. Smiley Collection wants to make people happy, to put a smile on their face again. Through a sponsorship agreement, it has committed to distributing 10% of revenues to the Smiley World Association and to seek out other major brands as institutional partners that can spread the notion of ethical branding and the sharing of revenues. Smiley Collection products are becoming part of the fair trade movement. As a brand created with assistance to victims of social exclusion in mind, SmileyWorld Limited wants to position itself as a socially responsible player by launching a line of shared-revenue products. Co-branding and socially responsible labeling programs for consumer products are being developed. When purchasing Smiley collection products you do not only show a positive spirit but also "Share your smile with those in need". 
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