Charli XCX has revolutionised our summer with her album Brat, perfectly capturing the essence of a bold new summer trend. Embraced by Gen Z, "brat summer" has become a seasonal trend and a full-blown lifestyle shift.
Charli XCX has evolved from her early 20s romcom-pop days into 2024’s reigning queen of chaos. With the release of her latest album, Brat, on June 7th, Gen Z has embraced their “brat” personas, transforming the album into a Summer anthem and full-on lifestyle. If you have spent any time on social media this Summer, you will have crossed paths with “Brat Summer”, but what exactly does it involve?
A pack of cigs, and, like, a Bic lighter, and like a strappy white top with no bra, that’s kind of all you need.
Thanks to social media platforms like TikTok and Instagram, Brat exploded onto the charts and mothered a new aesthetic, with 156.9k posts on TikTok and 61.3k posts on Instagram tagged #bratsummer. Its neon green vibes and minimalist Arial font have become the unmistakable symbol of the bold new feminist movement. A brat summer focuses on partying, exuding confident energy, and incorporating lime green into everything. In an interview with the BBC, Charli XCX stated that the brat summer essentials are “a pack of cigs, and, like, a Bic lighter, and like a strappy white top with no bra, that’s kind of all you need.” The movement’s mantra seems to be the trashier, the better.
In an Instagram post upon the album’s release, Charli XCX described Brat as being all about “me, my flaws, my f*ck ups, my ego all rolled into one.” Exposing her flaws and faults openly within the album has given others the confidence to do the same. Brat has allowed us to live our Summer without obsessing over the little things. It is a guide for self-care and freedom from society’s expectations. In her song “Apple” Charli XCX directly critiques the toxic environment we currently live in, “I think the apple’s rotten right to the core, from all the things passed down; from all the apples coming before.” It is a movement to break free from the societal pressures inherited from past generations, because, honestly, who actually gives a sh*t?
the “clean girl aesthetic” is perpetuated by ideas of classism and money, an especially problematic idea when we consider its focus on Eurocentric features as the beauty standard
The music’s high energy and unapologetic rebelliousness have inspired many of Gen Z to embrace their individuality and explore forms of self-expression. Along with its IDGAF attitude, Brat has launched its own fashion trends. A simple hashtag search on TikTok displays thousands of “how-to” tutorials and inspirations for brat fashion, emphasising baby tees, short skirts and Y2k-esque accessories such as tiny sunglasses and feeling “so Julia”. It feels like an evolution of the returning Y2K aesthetic, which became repopularised in 2020. Leaning back into Y2K, a time of drugs, partying and celebrity breakdowns, brat summer feels like the younger sister version of the uncaring demeanour of the early 2000s. The social media trend starkly contrasts the “clean girl” aesthetic popularised by TikTok in 2022. While brat summer seems to focus on chaos and carefreeness, the clean girl aesthetic takes pride and care in working hard to look unworked. It lies with slick-backed hair, minimal ‘no-makeup’ makeup and simple gold jewellery. Although drawing on the ideas of minimalism and simplicity, the “clean girl aesthetic” is perpetuated by ideas of classism and money, an especially problematic idea when we consider its focus on Eurocentric features as the beauty standard.
Comparing the effort and care that goes into having a “clean girl aesthetic” with the messy and carefree world of brat summer, it’s safe to say that it might be a trend here to stay. With more of us embracing individuality, flaws, and uniqueness as part of the trend, it appears to be having a positive impact on our generation and fellow brats.
Despite its controversial drug implications, the fashion and ethos of brat summer appears to positively impact Gen Z.
Its glamorisation of party drugs may be one of the trend’s red flags, as it actively promotes substance abuse. The song “365”, in particular, contains lyrics such as, “Should we do a little key? Should we have a little line?” and the repeated use of “bumpin’ that” creates a fun and encouraging tone around substance abuse, which could potentially influence her followers to follow suit. While findings in the 2023 England and Wales Census show drug usage in young people aged 16 to 24 decreased by 16% compared to the year ending in March 2020, artists and celebrities like Charli XCX promoting drugs as fun, high-end party enhancers, rather than the dangerous and addictive reality of them, could have a negative effect.
The social media movement is just the beginning of its impact on today’s pop culture. The design simplicity of Brat allows it to be replicated easily, leading to many influencers and companies jumping on the bandwagon as a marketing strategy. The airline AirBaltic optimised its already lime green branding to jokingly rename themselves AirBrat, and the brand Field and Roast erected a large BratWurst billboard in Toronto with the signature lime colour. Still, the Brat movement perseveres as a top choice marketing strategy for companies and influencers. Charli XCX herself used it to endorse the U.S. Presidential Candidate Kamala Harris in her infamous tweet declaring, “Kamala IS brat.” While it's a bold statement, we are here for it.
Despite its controversial drug implications, the fashion and ethos of brat summer appears to positively impact Gen Z. Brat has allowed us to embrace our flaws, flaunt our individuality, and understand that “I couldn’t even be her if I tried.” Although the movement is limited to Summer by its title, the album's influence is much more significant than a Summer trend. We have no doubt that Brat and Charli XCX will continue to influence and inspire us throughout the coming year.