SMILEY® design

Few icons have the cultural staying power of the SMILEY® face. What started as a symbol of good news in 1972 has become one of the most recognisable marks in the world — and one that translates effortlessly across fashion, accessories, and lifestyle. The SMILEY® design collab edit at Spoiled Brat brings together officially licensed pieces from brands that each bring their own aesthetic to the iconic motif, from Y2K-inflected graphic tees to elevated loungewear and statement accessories.

The Brands in Our Edit

PJ Salvage — soft, wearable loungewear and sleepwear styles with the SMILEY® motif woven into playful prints and embroidered details. Spiritual Gangster — relaxed, graphic-led pieces that bring a West Coast energy to the SMILEY® collab, designed for everyday wear. Packed Party — bold, fun accessories and lifestyle pieces that lean into the celebratory spirit of the SMILEY® brand. Also in the edit: Bracha, Frankies Bikinis, Ivory Ella, Bitten, Unique Vintage, Tiana New York, Samii Ryan, and Wavey Casa.

How to Style SMILEY® Pieces

Anchor a SMILEY® graphic tee with wide-leg denim and chunky trainers for a Y2K-inspired look that feels current rather than costume. Layer a SMILEY® printed cami under an oversized blazer for a playful take on smart-casual dressing. Style a SMILEY® loungewear set with sliders and a tote for an off-duty look that leans into the logomania trend. For accessories, let a SMILEY® piece do the talking — keep the rest of the outfit tonal and minimal.

Explore more licensed and graphic-led styles in our pop culture clothing edit, or shop the full graphic tees collection.