ABOUT

The Smiley Future Positive initiative was created to shift mindsets on how licensees approach product development - placing sustainability and lifecycle thinking at the heart of every stage. From concept to creation, the programme encouraged partners to reimagine how products could inspire change while still driving cultural and commercial impact.

As part of this vision, Smiley collaborated with Saul Nash, showcasing his work through the Smiley Future Positive Creators Fund at London Fashion Week,
Fall-Winter 2024. His designs embodied the programme’s ethos - fusing innovation, sustainability, and cultural storytelling to inspire the next generation of fashion.

Alongside Saul Nash as part of the Smiley Future Positive Creators Fund, key partners including Eastpak, Anya Hindmarch, Rainkiss, Happy Soda, SmallWorld, Hoptimist, MoEa launching collections across retail and online.

Directed campaign ideation, PR and marketing strategy, ensuring each partnership told an authentic story while reinforcing Smiley’s Future Positive positioning. Together, these collaborations demonstrated how creativity and responsibility can co-exist, delivering not just
products but a movement towards meaningful, sustainable change.