# Activism-Themed Joint Apparel SmileyWorld and Armani Exchange Reveal a New Collection By Amy Duong | Published 2022-07-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/smileyworld References: [hypebeast](http://hypebeast.com/2022/7/armani-exchange-x-smiley-fw22-collaboration) & [hypebeast](https://hypebeast.com/2022/7/armani-exchange-x-smiley-fw22-collaboration) SmileyWorld is a brand that continuously focuses on [brand activism and counterculture](https://www.trendhunter.com/trends/gdc-x-hysteric-glamour) -- its latest project joins Armani Exchange on a new collection together. The new range is made for the Fall/Winter 2022 season and is designed with the iconic yellow Smiley logo across all of the apparel silhouettes. This includes options such as [bomber jackets, sweaters, tees, parkas](https://www.trendhunter.com/trends/social-club-x-686), and some accessories. In some of the designs, the Smiley motif has been updated with the Armani Exchange logo with the brand's glasses and smile. Some of the accessories include the [skate sneaker design](https://www.trendhunter.com/trends/forza-e-coraggio) that is made with black leather and white leather options. It is also marked with the joint Smiley emblem as it is followed by backpacks, beanies, and a bucket hat. Image Credit: Armani Exchange, Smiley ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 35% | Activity: 25% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### Why This Trend Is Growing - **Brand Activism:** The rise of brand activism is causing companies to partner with brands with similar values. - **Joint Collections:** Joint collections between brands are becoming more popular, catering to niche audiences. - **Iconic Logos:** The use of iconic logos in collaborations creates high demand for limited edition items. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can take advantage of joint collections to create unique and exclusive items for customers. - **Apparel Manufacturing:** Apparel manufacturers can provide unique customization options for brands looking to collaborate on joint collections. - **Marketing and Advertising:** Marketing and advertising companies can work with brands to create campaigns that highlight shared values of brand activism in joint collections. ## Related on Trend Hunter - [Esports Streetwear Partnerships](https://www.trendhunter.com/trends/smiley.md) - [Vinyl Art Collectibles](https://www.trendhunter.com/trends/b-smiley-collectible.md) - [Activism-Focused Apparel Capsules](https://www.trendhunter.com/trends/aeropostale-1.md) - [Playful Cartoon Apparel](https://www.trendhunter.com/trends/kenny-scharf-and-axel.md) - [Happy Bauble-Equipped Sneakers](https://www.trendhunter.com/trends/mallet-london-1.md) - [Collaborative Archival Campaigns](https://www.trendhunter.com/trends/90s-collection.md) - [Collaborative Lifestyle Streetwear](https://www.trendhunter.com/trends/madgappy.md) - [Vibrant Skate Graphic Streetwear](https://www.trendhunter.com/trends/sorry-in-advance.md) - [Art-Driven Fashion Capsules](https://www.trendhunter.com/trends/joy-artist-capsule.md)