Steffen Schraut links with Smiley for handbag partnership

By

Barbara Santamaria

Published
Jan 22, 2020

German-based luxury fashion designer Steffen Schraut is set to launch a handbag range in July in partnership with the Smiley Company.

The collaboration will feature the famous yellow symbol as well as ‘melting’ smiley faces across various accessories, including tote bags, shoppers and belt bags. According to a release, the range, co-created with licensee Stuff Maker, will target “confident women who are at ease with their sense of style”.

“We are excited to go the 'next step' together with our partner Stuff Maker and to launch this capsule collection in collaboration with Smiley,” said Steffen Schraut. “With the collection we have given the classic smiley motif a modern update and created an extraordinary and cool collection.”

Romina Ivanisevic, vice-president of retail & licensing Northern Europe at The Smiley Company, added: “Smiley has long enjoyed collaborating with some of the world’s most successful brands, and it’s great now to replicate this success through some premium local partnerships.

"I’m excited to work with Steffen Schraut, a brand gaining a reputation for creating ‘always on’ designs for the luxury fashion market and which shares our creative values, vision, and positive message.”