By Allison Watkinson
The SMILEY brand and Lacoste fashion are launching their first co-branded activewear collection.
The Lacoste x Smiley collection will feature a new collaborative slogan and logo design that blend style elements from both the trademark Smiley icon and the Lacoste crocodile logo.
The new logo redesign will feature the signature Smiley icon as both a replacement for the O in the LACOSTE brand name and as a Smiley-themed tennis ball held by the Lacoste brand’s crocodile logo.
The collaborative collection will feature Smiley and Lacoste iconography alongside the new slogan, Love Court, Love Smile, on a broad range of tennis-themed activewear and streetwear products.
The licensed collection will include shorts, polo shirts, hoodies, t-shirts, caps, jackets, tennis skirts, and more.
Launching in China during September 2023, the Lacoste x Smiley collection will be stocked at China LACOSTE retail stores, the official WeChat mini-program store, the official Tmall flagship store and the official LACOSTE Douyin store.