Luxury Label Embraces Its Playful Side
Parisian label Ami has joined forces with the “happiest brand ever” this season, teaming up with Smiley on a capsule casualwear collection.
Both renowned for their use of bright colours and statement prints, the two brands have merged their eye-catching aesthetics to produce a range of clothing and accessories, each finished with Smiley’s iconic face emblem wearing the infamous red beanie of Ami’s founder, Alexandre Mattiussi.
Cardigans, T-shirts, polo shirts and casual shirting welcome the logo in embroidered form on chest pockets, while other tees and sweatshirts are adorned with a full size print of the bold motif.
A range of accessories complements the line, including a skateboard and key chain to add an “element of street alongside the high quality fabrics and preppy styling”.
While we’re used to seeing Ami collaborate with the likes of Mr Porter and Bally on more sophisticated, pared-back collections, this new project with Smiley enables the label to indulge its more playful side.
Ami x Smiley is available now at various retailers, including Harrods, Liberty, Start, END Clothing and Oki-Ni, with prices starting at £68 for T-shirts.