English fashion accessories designer Anya Hindmarch has launched a marketing campaign for its partnership with the Smiley Company.

The upscale designer’s global retail activation aims at “making the world a happier place”. It is also a social-media engagement mechanism with a call to action to “share your #smiley selfie @anyahindmarch” via a range of giant Smiley icons in window displays and on the shop floor.

The window elements feature all-over Smiley print decals and vinyls across Hindmarch’s retail portfolio, includes stores in Aoyama in Tokyo and Lee Gardens in Hong Kong.

“It’s great to see Anya Hindmarch spreading happiness at some of the world’s most luxurious shopping areas with her new Smiley window campaign,” says Smiley CEO Nicolas Loufrani.

“Smiley has never been so big, so obvious, so fun and yet so chic. There is no better way to celebrate our 45th anniversary.”