Shein launches budget Smileyworld accessories and home line

Shein — whose much-talked-about London IPO is still a will-it-or-won’t-it event — is continuing its business-as-usual series of launches and its latest is with The Smiley Company, featuring the SmileyWorld brand.

It includes “a vibrant home and accessories line designed to infuse everyday fashion with a dose of positivity and fun”.

The collection includes hair accessories, tote bags, jewellery, socks, and “bubbly” home decor, priced up to $20.

Smiley has been one of the world’s most recognisable motifs since its inception in 1971 and as collaborations like this one prove, it’s also one of the most versatile, sitting as happily in collabs with luxury names like Anya Hindmarch (where the products are priced in the mid-to-high hundreds of pounds) as well as this latest one with prices starting at just $1.

Further illustrating that versatility, the last year has also seen Smiley collaborating with premium shoe brand Mallet London and with France’s Lacoste. The latter collection was China-focused and only available at Lacoste’s stores in China, via the official WeChat mini-programme store, the Tmall official flagship store and the Lacoste Douyin official flagship store.

The latest link-up with Shein is available exclusively on that e-tailer’s website and app.