Via Mia has unveiled a new collaboration with Smiley, introducing a colourful Back-to-Routine collection designed to bring joy, lightness and creativity into everyday life.
Take the Time to Smile
A collaboration that celebrates smiling as a way of living everyday life with lightness, colour and joy, born from the union of two brands for whom a smile has always been part of their essence.
Some days begin lightly. Others, not so much. When a day starts, no one really knows what lies ahead. And it’s precisely within this uncertainty that the power of a smile lives — a simple gesture that can change the pace, the mood and even the way we see daily life. The new Via Mia | Smiley® collaboration — TAKE THE TIME TO SMILE — was created to remind us of exactly that: that everyday routines can be lighter, more colourful and more joyful if we choose to live with a smile on our faces.
The Collab
Every January, Via Mia launches its Back to Routine collection: Carry Every Day. In 2026, it arrives in an even more special way, through an exclusive collaboration with the world’s most iconic smile: Smiley. This partnership brings to life a natural connection between two brands united by creativity, positivity and the transformative power of a smile, something that Smiley has been synonymous for over 50 years.
More than fashion, Via Mia is about people, moments, creativity, collaboration and affection. Made in Brazil, the brand carries colour in its soul and believes that colour is more than a detail — it is a way of living thle world. Colour is about spreading joy, inspiring lightness and having the courage to reinvent oneself.
With this same collaborative spirit, Via Mia has already coloured the world alongside Pantone, Aline Wirley and Letícia Spiller. Now, it takes another step in its creative journey with Smiley, a global icon of happiness.
Routines that Smile
Gaby – A ballerina since the age of five, Gaby has performed at Theatro Municipal and now teaches dance at the Conservatory of Dance and Art. She lives for movement and finds in discipline and love for dance the strength to pursue her dreams. Not much of a talker, but when she dances, it’s as if her smile gains body, rhythm and lightness. You can find her profile here, @gabihmaroto
Lu – Luisa is a surfer and entrepreneur. Founder of the biodegradable swimwear brand Kilhas and cofounder of Photo Contest — a championship that brings together surfing and photography in an innovative format. She lives in the sea — and from loving it. That’s where her purpose, inspiration and the smile she carries everywhere come from. You can find her profile here, @llua.ramos
Clau – Recently graduated, Claudia works in the kitchen at Guimas Brunch from Tuesday to Sunday, from 5pm until closing time. For her, what inspires her to carry a smile every day is the pleasure of serving and nourishing people with love. You can find her profile here, @clausadora
Manifesto
If routine is what we do every day, always in the same way, always in the same place… does that mean nothing can be different? Routine is how we choose to live each day. And even when it seems the same, it can be new. May it be light, colourful, your own way — but may it be every day, and always with a smile. Founded in Rio de Janeiro in 1998, Via Mia is a Brazilian fashion brand that believes in the power of colour, creativity and joy as a way of life. With original design, national production and a franchise network across the country, the brand translates the spirit of those who like to express themselves with lightness, humour and authenticity.
