& Smile

In fashion, we’re accustomed to serious. But let’s be honest - the best style is always a smile.

We created a brand platform that goes against the grain to free the smiles. &SMILE is an attitude and approach to life, an ethos that runs through every communication. A new visual system and tone of voice that keeps on spreading.

Every touchpoint becomes an opportunity to make the audience smile, a creative vehicle to add playfulness and joy - from social content to brand campaigns: online, instore, in print, tv, out of home, on the product itself - and everywhere inbetween. A personal challege in micro-fiction, poetry, recipe creation, and surprising irreverence.