French fashion label Ami has introduced the second edition of its popular collaboration with SmileyWorld, Ami x Smiley.
First launched in the brand’s spring/summer 2015 collection, Ami x Smiley returns for the spring/summer 2018 season due to overwhelming demand.
The new collection comprises best-selling Ami staples: shirts, crew neck sweaters, cardigans, hoodies and sweatshirts as well as t-shirts, polos and caps – all highlighting smiley faces wearing the brand’s iconic red beanie, now a signature item in Ami’s collection.
“Both the red beanie and the Smiley face have a naïve, juvenile element to them,” said Alexandre Mattiussi, founder and designer of Ami. “That’s a character I think I you find in the Ami guy, no matter what his age. The insolence of a youthful spirit, a sense of joy and lightness, and a disarming charm and enthusiasm. I am always looking to find ways of expressing this optimistic and sincere energy creatively. I’m lucky enough to be surrounded by it through my team at Ami, my friends and ultimately our clients. We like to have a good time doing what we do…always keeping it smiley.”
The collection will be available in Ami boutiques, on amiparis.com, and in selected wholesalers worldwide from late February.