10:00, 29 September 2025
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
It’s that coveted time of year once again – the fashion world is buzzing with energy as designers, brands and tastemakers gather to celebrate style in all its forms. But while the catwalks of Paris, London and Milan continue to dazzle, this week also marks the beginning of a quieter revolution: Sustainable Fashion Week.
Born out of a growing need to address the environmental impact of the fashion industry, Sustainable Fashion Week began as a grassroots movement and has grown into a global platform. It champions brands that prioritise ethical production, circular design, low-impact materials and transparency across the board. As conscious consumerism takes hold, the demand for fashion that looks good and does good is only growing stronger.
This is where Smiley’s Future Positive® Partners come in. United by a commitment to sustainability, joy and design innovation, these collaborations reflect a brighter future for both fashion and the planet. From recycled rainwear to FSC-certified party supplies, each partner is helping to shape a more responsible, more optimistic world.
Product Highlight: I Am A Plastic Bag Wink Tote
Luxury accessories get a sustainable makeover in this standout piece by Anya Hindmarch. The ‘I Am A Plastic Bag Wink Tote’ is made from coated canvas created using recycled plastic bottles and car windscreens, showcasing how innovation can transform waste into something beautiful and useful. It’s sustainable fashion with a wink and a smile.
Product Highlight: Stylish vegan trainers with a conscience
MoEa | Smiley trainers offer all the style and comfort of your favourite leather pair, without any of the environmental or ethical compromise. Crafted with plant-based and recycled materials, these sleek kicks prove that you don’t have to sacrifice performance or aesthetics to walk the planet-friendly path.
Product Highlight: Ponchos made from 100% recycled polyester
Don’t let grey skies dull your look. The Rainkiss | Smiley ponchos are made using GRS-certified recycled polyester, each crafted from the equivalent of 20+ recycled PET bottles. They’re PFAS-free, contain zero virgin plastic, and are as bold in design as they are in their commitment to reducing waste.
Product Highlight: FSC-certified wooden figures
The iconic bouncing figures from Hoptimist | Smiley spread happiness while staying rooted in sustainability. Made using FSC-certified wood, these cheerful creations support responsible forest management and offer a playful reminder that design can be delightful and eco-conscious all at once.
Product Highlight: Reusable bags made from recycled plastic
Everyday essentials get an artful twist with LOQI | Smiley. These reusable bags are made from RPET fabric – derived from recycled plastic bottles – helping to lower emissions and reduce landfill waste. Vibrant, strong and endlessly practical, they turn sustainability into a style statement.
Product Highlight: Partyware made from FSC-certified paper
From cards and wrapping paper to cake toppers and tableware, UK Greetings | SmileyWorld brings joy to life’s special moments with a sustainably sourced party range. Using FSC-certified paper, this collection supports forest conservation while making celebrations more conscious and planet-friendly.
