Starface has built an empire of sticky cuteness. Its pastel stars, glossy shapes, and cartoon motifs have turned pimple patches into accessories, spotted across the faces of teenagers and youth-culture obsessives alike. In its latest collaboration, the brand teams up with British womenswear designer Ashley Williams, pairing its signature sweetness with a sharp hit of cool.

Williams is known for her post-ironic take on sweetness, pairing saccharine motifs with internet-fed irony and chaotic sincerity until it curdles into runway-ready fashion. Now, the brand drinks from Starface’s sickly Kool-Aid, splashing Williams’ signature “i <3 me” slogan across the latest collection, which launches on Thursday (February 5) on the Starface website.

The partnership follows a teaser moment at Williams’ SS26 London Fashion Week show, where Starface’s Tiny Star patches appeared on the runway, signalling the crossover before it officially landed. “We had girls walking the runway last season wearing Starface patches – the collection was about taking pride in the simple pleasures of everyday life – something our Starface patches definitely are,” Williams explains. Now fully realised, the collection includes the Big Heart Compact, which features 32 patches, alongside the I Heart Strawberry Star Balm.

“I felt super excited and my first thought was just YEEESSS,” Williams says of the collaboration. Already a genuine fan, she adds, “I have a whole Starface collection, my favourite being the Badtz-Maru patches, which I wear regardless of if my skin needs them or not.” It’s a sentiment she hopes the audience will embrace too, as she shares that she wants them to feel “cute, confident, cared for and self-loved.”

For founder Julie Schott, the partnership is a shared attitude of both brands: “Ashley Williams shares our belief in the power of cute and rebellious style at Starface. Feeling cute and being yourself is the core of Starface, and ‘i <3 me’ feels very true to that feeling. It’s important to bring and find joy wherever you can, and we hope this collaboration does just that.”

This team-up follows a sugary trail of previous Starface collabs, as the brand continues to build its adorable empire. Including most recently, a Heaven by Marc Jacobs collaboration, which introduced tattoo-inspired designs into the mix. “Whether it’s Hello Kitty, Marc Jacobs, or Ashley Williams, we love mixing worlds that are playful and rebellious in spirit,” Schott shares.