Since Charli XCX released her sixth album ‘Brat’ in June, social media has been full of people living their ‘brat summer’ and sharing memes when they feel ‘brat coded’. 

@wemysworld Brat edition of @MORGAN HISLOP iconic concept #brat #brattracklist #charlixcx #bratsummer #eurosummer ♬ BRAT Ranking - devin

She told TikTok a “brat summer” embodies an attitude, like when someone is “a little messy, likes to party, maybe says some dumb things sometimes, but then also maybe has a breakdown, but kind of parties through it”. 

Not the stereotypical pharmacist then, but US presidential hopeful Kamala Harris has also jumped on the hype, changing her X.com profile banner to mimic the Brat album cover’s aesthetic, something which Charli XCX endorsed when Harris launched her presidential campaign against Donald Trump.  

The album cover bears similarities to green LED pharmacy signs and one TikTok content creator has put together a video matching all of Charli XCX’s ‘Brat’ album tracks to the pharmacy signs that represent bratty energy. The video has been seen over 870,000 times. 

But why are these more attention-grabbing signs not as prevalent in the UK? 

@dave.italy Pills & Pills, What do you mean pharmacy? #💊 #pharmacy #techno #rave #homeopathic ♬ Sanguine Fountain - Vendex

Newdays Pharmacy group owner Olivier Picard has started installing the LED signs on his pharmacy properties, and he has found public support for them as they are “internationally recognised signs” and “it helps remind people healthcare is available on their doorstep”. 

While the 'brat coded' pharmacy signs in the viral video may appear garish and distracting, Picard said his signs look more “professional” by staying in a green colour sharing basic information on the services available in the pharmacy. 

@janarbrh #fyp ♬ Originalton - Mike.mej

Local planners in Twyford have objected to Picard installing LED signs on his pharmacy, and although they haven’t publicly labelled Picard a brat, they have claimed flashing LED pharmacy signs risk ruining the village’s image as a conservation area. 

But Picard says local planners should adopt a more “progressive approach” and says in “most European countries you see the signs wherever you go. But in the UK, they prohibit the use of them which is crazy.  

“It doesn’t make the pharmacy look like a brothel or Las Vegas.” 

@mboteva #pharmacy #sign #techno #pharmacie #europe #italy #sicily #catania ♬ Originalton - Mike.mej