Did you know that an average adult smiles 20x per day? And kids? They even reach 400! SmileyWorld and H&M have a new collection to bring smiles to everyone this summer.

Joel, a 12-year-old star in SmileyWorld x H&M’s campaign, says that “What makes my smile is getting up in the morning and skating alongside my friends.” I enjoy visiting different skate parks around the globe. I also love to swim at the beach in hot weather. Play in the water, build sandcastles!


SmileyWorld x H&M is a collection of kidswear that brings smiles to the world. This summer collaboration features the instantly recognisable SmileyWorld icon printed on a variety of urban beach-inspired clothes and shoes. Think skatepark influence and blurry tie-dye.

Let’s meet Kylie Adaia (4), another star in the SmileyWorldxH&M campaign. What makes her smile? Going to the park! Going to school Going to Grandma’s and Grandpa’s! Strawberries! Horses! “I like to smile!”


The collection has plenty more to offer. SmileyWorld icons are featured on T-shirts, T–shirt dresses, sleeveless tops and hoodies, as well as a variety of shorts, pool sliders and socks. For those sunny days, there’s also a bag, sunglasses and a beach towel. The summer magic is brought to life by the vibrant colours, mixed with neutrals, muted cantaloupe, pink and mint. For warmer temperatures, terry towelling and tie-dye add to the mood.

This collection, like all H&M kidswear collections, also features more sustainably sourced materials such as recycled cotton or recycled polyester.


SmileyWorld is a great partner! SmileyWorld’s original icons are a positive way to send messages to children and teach them about emotions. It is so important to learn how to express yourself. The designs’ skate-inspired influences are a great complement to SmileyWorld graphics. They feature relaxed and roomy fits with an emphasis on casual summer clothes with a fun, casual feel. It’s casual and beachy, perfect for summer days, according to Sofia Lofstedt (H&M Head of Kidswear Design).

The SmileyWorld collection x H&M will be available in all major stores around the world, and online at hm.com starting mid-May.

How to reinvent summer staples

A new approach to season dressing is necessary for an extraordinary summer. Find sustainable options in our SS20 collection or learn how to make your favorite pieces feel trendy again.



The quintessential jeans skirt is versatile enough to be worn in any season. For a timeless look that is perfect for 2022, pair it with a boxy jacket and strappy sandals.



It’s up against the souvenir tee. You can think back to the souvenir tees we used to be able find in street markets all over the world. This one is a collaboration with Australian brand Desmond & Dempsey and is made from organic cotton jersey.



Did you get the memo? The 2022 silhouette is Puffy. This simple, clean-cut organic cotton tunic is your one-piece solution to all your sartorial problems. It’s comfortable enough to wear inside, but cool enough to keep you cool on hot days. And it’s chic enough to go to the grocery store every day. For extra style, pair it with metallics.



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