The 'smiley face', one of the most recognisable images in the world has been reinterpreted by British womenswear designer Louise Gray by forming a whimsical collaboration with The Smiley Company for S/S 10. The limited edition five piece women’s capsule collection as presented at this September’s London Fashion Week, includes a t-shirt, skirt, bustier, jacket and dress, using a mix of silks, Swarovski crystal, hand-beading, tassels and denim, whilst all pieces incorporate the original smiley logo with Louise’s quirky and stylish interpretation.

The Smiley Company aims to spreads positive values through exciting graphic designs whilst encouraging ethical production. Bringing smiles all round, 10 per cent of the royalties will go to charity through the Smiley World Association formed in 2005 to help people in need by setting up health and educational infrastructures in third world countries.