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Bicester and Smiley's 100% charitable project

Words by Smiley Team

Who says shopping can’t be a charitable act?

This summer, DO GOOD by The Bicester Collection and The Smiley Company are embarking on a mission to support women and children. 

DO GOOD is The Bicester Collection’s initiative focused on supporting charities that progress the empowerment of women and children, locally and globally. And, celebrating its 50th anniversary this year, The Smiley Company’s founding mantra of ‘Take the Time to Smile’ feels more relevant than ever. It’s the perfect partnership. 

So now, popping up across The Bicester Collection’s 11 villages, guests can look out for the yellow Smiley carts and pop-up boutiques filled with limited edition products. The collection is designed to bring smiles, as 100% of the proceeds from all sales donated directly to The Bicester Collection’s 10 DO GOOD charity partners, which you can see below. 

"I'm super proud of this project," said Nicolas Loufrani, CEO, The Smiley Company. "By giving 100% of its revenue of the Smiley collection to charities, Bicester is setting the benchmark for what is right and honourable for brands to do when it comes to charity-related campaigns."

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Chantal Khoueiry, chief culture officer at The Bicester Collection, said with all the uncertainty in the world, it’s important to remember we can unite in times of division. “[This collection] represents our shared vision and a commitment to cultivate a happier, more conscious world and Unlock Futures® for women and children wherever they’re born,” she said.

The first drop – ‘Summer Smiles’ – launched on 1 July and features a unisex capsule of tees, hats, sliders and water bottles, plus a sustainable oversized hero tote. Drop two – ‘Bag to School’ – will land on 12 August with an exclusive backpack and back to school accessories, complemented by an emotional intelligence (EQ) education programme with Smiley Movement. 

The campaign will run through to October 2022 and will launch in all of The Bicester Collection’s  Villages in Europe first, then extend to the Villages in China. 

What charities are being supported?

The Bicester Collection partners with a network of 10 charitable organisations through its DO GOOD programme – all of which are unified by the shared mission to empower women and children. 

Find out more about them below.

Brides Do Good – ending child marriage for girls worldwide. 

IntoUniversity – providing local learning centres where young underprivileged people are inspired to achieve.

Smart Works – giving women the confidence they need to reach their full potential.

Charity: Water – helping bring clean and safe water to every person on the planet.

World Connect – finding local leaders around the world to deliver sustainable impact and growth.

Women for Women International Germany – helping women survivors of war and empowering them to rebuild their lives. 

Make a Wish Belgium, Spain and Italy – creating life-changing wishes for children with critical illnesses. 

SeriousFun Barretstown and L’Envol – delivering camp experiences for children with critical illnesses.

This article aligns with the following UN SDGs

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