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A|X celebrates 50 years of Smiley

A clear sign of positive energy and uplifting sentiment, the smile brings people together. Since 1972, this sentiment has been captured by Smileyworld; the iconic yellow, smiling expression that has become a universal symbol of creative activism and counterculture.

To celebrate Smileyworld’s fiftieth anniversary, A|X Armani Exchange has created two designs, combining both brand identities for an innovative and light-hearted outcome.

Created in 1972, by French journalist Franklin Loufrani to spread feel-good news, the smiley trademark/brand would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity and putting social and emotional learning at the top of the agenda. Smiley is a universal counterculture icon with a message of positivity that has influenced generations across the globe. reinvented and redefined by generations of activists, artists, and creators, smiley continues to thrive and influence future generations.

The first of the two designs replaces the Smileyworld eyes with the letters from the Armani Exchange logo, while the other references Giorgio Armani’s recognizable glasses and smile. The result is a special collaboration offering a diverse range of clothes and accessories, mixing essential items with fun branding and highly sustainable fabrics, in line with the values of both a|x and Smileyworld.

The selection is characterized by the Smileyworld as an all-over print on casual outerwear (such as bomber jackets and parkas), hats, small pouches, and knitwear. Smileyworld is also applied as patches onto down jackets, blousons, sweatshirts, t-shirts, socks, sneakers, and backpacks. regardless of the format in which it’s used, Smileyworld radiates happiness and energy.

A|X Armani Exchange, the brand launched in 1991, rewrites the urban dress codes, introducing the values of the Armani world to a younger audience. In 2017, following the reorganization of the brand portfolio, A|X Armani Exchange becomes one of the Armani group’s three main brands. The collection is essential, contemporary, and inclusive: it offers accessible, versatile clothing and accessories to a wide audience, regardless of age, gender or background, while replacing conventions with individual expression—in true Armani signature style.

Armani Exchange is available at Glorietta, Alabang Town Center, Greenbelt, Power Plant Mall, Shangri-La Plaza,,, and Zalora. Follow @ssilifeph on Instagram and Facebook, or visit to know more.

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Dexter Francis De Vera is a manila-based art director with over 20 years extensive experience in the media industry producing editorials and advertising, retail space design (store displays), and more. His inspiration has always been the most powerful and most influential segment of the design world—fashion. As managing editor, he is responsible for curating, developing and overseeing editorial and social media content for iEventetc. Keep in touch with Dexter through [email protected]