Brat Summer: What Even is That?

Photo via @charlixcx

On June 7, Charli XCX released her album “brat,” and the so-called “brat summer” commenced. Since then, the term “brat summer” has taken on a life of its own, exploding more than anyone could have predicted. But what exactly does brat summer mean? In essence, brat summer is about being messy and carefree, edgy but also open and honest. It is about that one particular yellow-green shade. It is about Y2K style, but it also reaches far beyond fashion. It is a meeting of marketing, fashion, and something else – a carefree attitude that the world has been craving. 

Kamala Harris, who recently launched her historic run for President of the United States, has embraced the trend and made brat summer a part of her campaign. This seems far removed from the origins of the term; an album of dance-pop music that is all about being messy and carefree. This divergence just goes to show that brat summer has taken on a life of its own, far beyond the niche party-girl aesthetic that it originally touted. 

Defining the Aesthetic

The same way that last year was all pink in celebration of Barbie, this year is lime green in celebration of Brat. Let’s start by breaking down the aesthetic. The art for Charli XCX’s album is actually quite simple; the word “brat” is printed in a low resolution, Arial font across a lime green background. That’s it. The green shade is pivotal here, and will likely be seen across runways this fall much like Barbie pink was common last year. In an interview with “The News Movement,” (via Today), Charli XCX described the aesthetic of a brat girl, saying, “It can be like, so trashy… Just like a pack of cigs and a Bic lighter. And like, a strappy white top with no bra. That's like, kind of all you need.”

Photo via @charli_xcx

This quote shows that the brat aesthetic brings with it a resurgence of Y2K party girl fashion. More than just fashion, however, brat summer is about a certain carefree mindset. In another interview with Off The Record, Charli XCX said (via WWD), “You’re that girl who is a bit messy and loves to party and maybe says dumb things sometimes. She’s honest, blunt and a little bit volatile. That’s Brat.” It seems that, in essence, every brat is lovable. She is fun and exciting, and her honesty and bluntness is also what makes her so likable. 

The Brat Girl and Marketing

Once you listen to the album itself, it is also clear that “Brat” is about much more than just partying; a brat girl has depth to her. With songs like “Apple” and “Girl, so confusing,” “brat” tackles ideas of generational trauma and what it means to be a woman. “Brat” is about authenticity and embracing who you are. Because of this, dealing with your insecurities and past traumas is brat. But, of course, you love to party and have fun at the same time. 

Photo via Pitchfork

The actual marketing of the album has been, despite the far reach of the “brat” theme, non-traditional. Guerrilla marketing tactics have been employed, including a wall in Brooklyn painted with the “brat” album cover. It is also a relatively elusive trend because Charli XCX has released little merch. Instead, fans are creating their own interpretation of “brat” outfits. This do-it-yourself attitude to the aesthetic opens the door to a huge market in the fashion world. Though micro-trends seem to dominate the trend cycle these days, “brat” seems to have more lasting power, making it a worthwhile investment for fashion brands. 

Kamala Harris = Brat

The connection to Vice President Harris started when Charli XCX posted one simple tweet; “Kamala = brat.” In a brilliant move that has connected Harris to millions of young people, the VP’s campaign has embraced the label of “brat.” Using the album’s aesthetic across social media and in various campaign marketing, Harris has gained something that Joe Biden always struggled with; relatability. 

Photo: Tyler Mitchell via Vogue

It also connects Harris to the aesthetic – nay, ideology – of brat, which transforms her through sheer association into someone fun, honest, and exciting. Because Harris is so well known for her personality, and especially her laugh, this link works perfectly. The connection works on a deeper level too, because as “brat girls” are working through their insecurities and trauma, Harris is working through the insecurities and trauma of the United States. 

While connecting Kamala Harris to “brat” was a great move on behalf of the Harris campaign, it also shows how far-reaching the notion of “brat summer” really is. From viral TikTok dances and memes to an actual presidential campaign, the “brat” is one of the most far-reaching trends in recent history. In a world where everything happens on social media, this internet-reliant aesthetic is the perfect example of how to go viral – and stay viral.