Bershka x Smiley features Sofi Tukker electronic duo

What’s new about license-based collaborations? A first glance at the new launch at Berschka of Smiley collection
gives us the impression that using musical acts can boost the launch of a licensed rang, adding new communication layers.

Basically, this collaboration is dedicated to sending a message to love others, feel comfortable with yourself and stay optimistic for good times ahead .

Bershka refers to Smiley’s deep roots in music by teaming up with superstar electronic duo SOFI TUKKER to promote this collection. The energetic duo, consisting of Sophie Hawley-Weld and Tucker Halpern and best known for their grammy nominated songs “Drinkee”, made global music news during lockdown with their daily live music sets. After more than 100 consecutive days of eclectic music the duo became a routine staple –supporting their listeners with positive energy and happiness.

A good fit for a collaboration that aims to spreading upbeat vibes and a message of positivity and happiness, in times when most people are looking for positive vibes.


About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.