Shop For A Smile With The Bicester Collection’s Charity Collaboration This Summer 

Take the Time to Smile and DO GOOD this summer through The Bicester Collection and The Smiley Company’s limited-edition charity collaboration

With 100% of all proceeds pledged towards furthering ten charities’ work, DO GOOD by The Bicester Collection and The Smiley Company are teaming up to help support vulnerable women and children this summer through an exciting collaboration.

DO GOOD is The Bicester Collection’s ongoing initiative with a focus on supporting ten charities that promote and progress the self-empowerment of women and children, both locally and globally. All 11 Villages in The Bicester Collection are committed to the programme, which supports a range of charities all aimed at helping those who need it most.

These partners include Brides do Good, a charity that aims to end child marriage and unlock brighter futures for women and girls, one wedding dress at a time; IntoUniversity, which provides local learning centres where young, underprivileged people are inspired to achieve; Smart Works, who provide clothing and coaching for unemployed women to give them the confidence they need to reach their full potential; and World Connect: a charity that invests directly in local communities in the Global South to deliver sustainable impact and growth, plus many others.

Celebrating its 50th anniversary this year, The Smiley Company has collaborated with some of the world’s most influential artists, musicians, brands, and tastemakers and has become instantly recognisable since its launch half a century ago. Smiley’s number one aim has always been to spread good news, with the founding mantra of ‘Take the Time to Smile’ feeling more relevant than ever.

Shop for a smile

Popping up across The Bicester Collection’s 11 Villages, pay a visit and look out for the statement yellow Smiley carts and pop-up boutiques filled with Smiley X DO GOOD limited edition products. The first drop, ‘Summer Smiles’, features a unisex capsule of tees, hats, sliders and water bottles, plus a fully sustainable oversized hero tote. Ideal for getting into the holiday spirit, complementing the collection are fun beach essentials from SunnyLife and Dock & Bay.

The second drop, ‘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.

There’s something for the foodies too – a selection of special-edition Smiley food and drink will also be available in the Village, including mango gelato in a cool black cone, topped with a smiley face, in collaboration with Vero Latte.

Post-shopping, head to La Tua Pasta Terrace for an exclusive Smiley cocktail, made with Malfy’s Gin con Limone, orange juice, passion fruit purée, lime and orange liqueur. Plus, if you’re grabbing coffee at any of the cafés, you’ll find a Smiley topping your hot drink!

“After the challenging last couple of years, what better way to navigate out of these times with this campaign that aims to reverse a global smile deficit, share positivity and fill the world with smiles in 2022. We are delighted to work with The Bicester Collection during our 50th anniversary year, aligning the campaign with their DO GOOD charity efforts and generating funds for those in need whilst spreading smiles across the globe.” commented Nicolas Loufrani, CEO, The Smiley Company.

“With all the uncertainty in the world, it is important to remember that we can unite in times of division, and a smile can unite all people. Smiley is a beacon of happiness, and we’re delighted to collaborate with them in their 50th anniversary year. ‘Take the Time to Smile and DO GOOD’ represents our shared vision and a commitment by The Bicester Collection to cultivate a happier, more conscious world and Unlock Futures® for women and children wherever they’re born.” added Chantal Khoueiry, Chief Culture Officer, The Bicester Collection.

Make it happen
When: The campaign will run through to October, launching in all of The Bicester Collection’s Villages in Europe first before extending to Villages in China.
Wallet: Prices ranging between €/£2 to €/£60. 100% of the proceeds from all sales will be donated directly to The Bicester Collection’s ten DO GOOD charity partners.
How: Find out more and plan your visit via

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