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Whether you’re always online or occasionally browsing, you’ve likely noticed the raunchy and exciting “brat summer” trend. Charli XCX’s new brat album, with its lime green theme, is taking social media apps like TikTok by storm. The “brat summer” trend bridges the “dance gap” and embodies a messy, chaotic, and confident season for everyone.
In the face of envied successful lifestyle creators like Alix Earle, “perfect” housewife content from creators like Nara Smith, and impossibly pristine parenting standards online – the “brat summer” trend has been a refreshingly honest and vulnerable take on Internet personalities connecting with the average user. Opening up a world of new content, acceptance, and reach for creators, having a brat summer is the new influencer way – a new venue for exemplifying radical self-acceptance, being “messy” online, and embracing the lifestyle and personality that makes you authentically you.
The ‘Brat Summer’ Trend is Proving Who Among Us is Really an It Girl
Charli XCX has made music for over a decade, but her fame wasn’t marked by a single hit until now. Never shy, always bold, the singer maintained a dedicated fan base. However, she truly hasn’t “popped off” like this since her collaboration with Icona Pop for “i Love It.”
Now, we’re all smoking American Spirits and wearing messy eyeliner and stilettos to the club. With torsos thrust out of Uber’s sunroofs, the brat album can be heard being screamed into 2AM light traffic. If you’re here looking to understand what brat summer is, that’s a great summary.
“You’re just like that girl,” Charli XCX honestly admits about what it means to be a brat. “A little messy, maybe likes to party, maybe says some dumb things sometimes. She feels herself, but then also maybe has a breakdown…She’s very honest. She’s very blunt. A little volatile.”
@charlixcx what it means to be a brat 🙂 #OffTheRecord
In an online environment that’s pushed authenticity and experimentation with femininity to the sidelines, Charli’s sparked a revolution. The brat album is a safe space for “the girls, gays, and theys” to thrive. To be a brat is to be yourself. Centering your identity online around embracing womanhood and feminine traits if that is who is authentically you. De-centering men, experimenting with fashion, and getting comfortable with the uncomfortable are the forefront ideals of our ongoing brat summer.
Just remember, it’s a lifestyle – tainted by shades of neon green and electronic house music – not simply a trend.
Fashion Curiosity & Authenticity
The aura of brat summer has been captured in many different pieces of content. The hallmarks of its online presence are fashion experimentation and a new wave of “trendy” pieces.
@juliafox YES IM *that* JULIA!!! ILYSM @Charli XCX you make all my dreams come true!!! 😭 This is only the beginning for us 💅🏻 🎥 🌟
Julia Fox is embodying the image of “bratness” amidst the brat album release. However, her true appeal is rooted in her authenticity. She’s not only shamelessly experimenting with new styles. She’s also admitting that she’s taken a few steps back from traditional notions of acceptable style and identity.
“I hope y’all realize how lucky we are to be alive at the same time as this record,” she wrote over Charli’s track “Girl, so confusing” in a recent TikTok. “Girls are conditioned to see each other as competitors but [really] we are teammates and we are sooo much stronger that way. I love every single girl I’ve ever had beef with.”
When it comes to channeling brat summer – give yourself grace. It’s all about accepting our imperfect selves, nourishing relationships, and breaking down boundaries.
@charlixcx btw is this fav album track? Sympathy is a knife.. #OffTheRecord
“It’s really only human to compare yourself to other people. I think there’s a lot of shame around it, and worries that you’re not a strong enough person,” Charli XCX adds about modern-day comparison – both online and off. “You can’t be too tough on yourself. The world is already so vicious and hard – envy is a natural emotion.”
@luxegen Brat Girl Summer is officially underway. So, we had to share our ‘brat’ essentials… #brat #bratgirl #bratsummer #bratgirlsummer Brat Brat Girl Brat Girl Summer Brat Summer Brat Summer Essentials Charli XCX Charli XCX Brat Summer Essentials
While it might seem like an overplayed narrative for some, this is one of the first times it’s been truly embodied in a trend online. It’s this kind of connection that marketers, brands, and creators can only wish for in their campaign dreams. Finding a way to embrace this connection, in a unique way that embodies the authenticity of your mission.
Off-Putting Femininity & Personhood
From the color of the vision itself to the ethos behind the entire brat album, the stylistic nature of “being bratty” or having a brat summer can be summed up by a few words: messy, off-putting, and even disagreeable. Without the validation from stereotypical industries or people, this summer’s brats can simply flourish in the styles, ideas, and arenas that they enjoy, without worrying about feeling the pressure to please anyone else.
Especially in the online space, where femininity is condemned by anyone who tries to vaguely define or exemplify it – cue reminders of this year’s Barbie backlash & centuries of inherent homophobia – these synonymous ideas interlocking “brattiness” with authenticity (where femininity thrives) are groundbreaking.
While Charli’s audience might be near exclusively Gen-Z, trends of the “bratosphere” – as she’s coined it – are thriving beyond boundaries.
The ‘Brats’ of Pop Culture & Politics
As she works to “earn and secure” the Democratic nomination following Biden’s dismissal from the upcoming presidential election, current Vice President Kamala Harris has openly adopted Gen Z’s attempts to “brattify” her campaign. While her “rebrand” on social media has flown over the heads of many older generations, Gen Z has latched on. The rebrand has helped Gen Z adopt a new sense of hope in a climate that’s felt constant anxiety.
kamala IS brat
— Charli (@charli_xcx) July 22, 2024
With an official endorsement from Charli XCX herself on Twitter, saying, “Kamala IS brat,” Gen Z has continued to educate, advocate, and celebrate. With a new campaign promise, a refreshingly different identity from most of Washington, and the backing of the “bratosphere,” many Gen Zers have grown motivated to educate themselves about Harris’ background.
While being a woman – more specifically, a brat – has secured her many votes, the truth is they’ve only encouraged younger generations of voters to dig deeper. They’re motivated to engage in this election, learn about her as a candidate, and investigate the best way to vote in alignment with their interests.
The Biden campaign’s official account, Biden-Harris HQ, has officially rebranded to Kamala HQ with a ‘brat’ theme. pic.twitter.com/xy4FhdE5h7
— Pop Base (@PopBase) July 22, 2024
While it’s a serious campaign and a tense election year, this brat summer trend – in alignment with Harris’ iconic “coconut tree” speech – has given an aura of hope and humor to an already stressful time. It’s not taking away from the seriousness of voters, especially in their decision-making. It’s embracing the “messy” and nontraditional vibe many younger generations thrive within.
Just because politicians like Kamala Harris and Gretchen Whitmer – alongside social advocates like Fox and celebrities like Daisy Edgar Jones – embrace the vision of brat summer, doesn’t mean brands and creators should automatically opt out of creating. Use the messy and genuine visions of brattiness to grow a new audience. Remind your followers of the people and culture behind the brand.
It’s summertime, a chance to soak up the sun and enjoy the outdoors. Have a hot girl summer, brat summer, or even celebrate #HotInfrastructureSummer with us. But whatever kind of summer you’re having, I hope you have a great one here in Michigan.
— Governor Gretchen Whitmer (@GovWhitmer) July 19, 2024
Closing Thoughts
We’re living through unprecedented times – difficult times, to say the least – but if having a brat summer helps you to achieve the level of understanding, confidence, and self-assuredness you need to thrive, don’t shy away from it. Embrace it – embrace your inner brat!
