Press release

H&M launches an upbeat and vibrant streetwear collaboration with Smiley®

H&M is proud to present a new streetwear collaboration together with the universal counterculture symbol Smiley®. As a youthful symbol of defiant optimism, the campaign feels upbeat and vibrant with highlights from the '90s. The collection is infused with full on retro vibes, designed for both Men and Women

26 Nov, 2021 13:00 CET

The collection includes tie-dye hoodies, loose-fit denim and relaxed joggers, tees, rugby shirts and sport socks. Even fun, flippant accessories and key pieces like the pile vest and the puffer jacket. The colour palette is light purple, off-white, soft beige and solid black. The vast majority of the collection is made using more sustainable materials.

The Smiley® is a symbol of positivity that has influenced people around the world for almost 50 years, and a cult-status symbol within music, dance and art. This collection is an exciting and playful mix of the of the '90s – a decidedly retro vibe – with a hyper-modern touch. The Smiley® x H&M collection is launched November 30 in selected stores and at