Brat Summer: when audacity goes green and conquers social networks

More than just a summer trend, Brat Summer marked 2024 with its influence on fashion, social networks and even politics. By capturing the zeitgeist, Charli XCX and her “Brat” album initiated a movement that, through its iconic color and provocative mindset, redefined the codes of pop culture and contemporary fashion.

As the summer of 2024 draws to a close, an unexpected trend has left its indelible mark on the season. Brat Summer”has gone beyond music to become a veritable social and cultural phenomenon. Driven by a bold green aesthetic and a rebellious spirit, the movement captured the attention of celebrities and ready-to-wear brands alike, embodying a new form ofpersonal and collective expression. Going viral thanks to platforms like TikTok, it even extended to the US presidential campaign, redefining the codes of fashion and pop culture.

Brat Summer

Brat Summer was born with the release of Charli XCX’s album “Brat” in June 2024. As soon as the single “Apple” was released, the phenomenon spread rapidly, thanks in part to social networks like TikTok, where millions of people took up the choreography associated with the track. The album’sgreen aesthetic became a veritable symbol, inspiring not only users of digital platforms but also public figures and celebrities.

The term “brat”, meaning “brat”, has been hijacked by the singer to embody a rebellious and festive state of mind.The album, with its mix of party anthems and introspective ballads, captures the essence of a generation in search ofauthenticity and spontaneity. The English star, often perceived as a marginal figure in the pop world, has succeeded in turning this project into a major cultural phenomenon. The adoption of this trend by the likes of Julia Fox and Amelia Grayareinforced its impact, propelling the phenomenon beyond mere summer fashion to become a true success story.

The movement’sascent didn’t stop there. Kamala Harris, Democratic candidate for the 2024 US presidential election, incorporated Brat Summer into her communications strategy, using the album’s iconic green color in her campaign visuals.

This unexpected association between pop culture and politics generated a significant buzz, bringing in nearly $15.9 million in media value in just 48 hours according to Launchmetrics estimates.

The impact of Brat Summer

Brat Summer also had a significant impact on the world of fashion, transforming dress codes and defining current trends. With the help of her long-time stylist, Chris Horan, Charli XCX embodied the essence of Brat style, combining grunge elements and Y2K influences (or “Year 2000”, which mixes futuristic aesthetics, shine, neon colors, and the technological influences of the 2000s), with a touch of sophistication.

Brands like Balenciaga and Marni came to prominence thanks to this aesthetic, while searches for items associated with the singer exploded on online resale platforms like JeganMonesArt.

Fashion wasn’t the only one to be affected by this movement. Green, adopted not only in ready-to-wear but also in make-up and interior design, has become the must-have color of 2024, succeeding the Barbie pink of 2023.

Wearing iconic outfits at major events, celebrities such as Maika Monroe havehelped solidify this trend, which combines both audacity and non-conformism.

With an aesthetic that goes against the grain of prevailing trends, Brat Summer represents a rejection of traditionalfashion norms, favoring a freer, less conventional approach.

It advocates a return to the 2000s with minimalist tank tops, low-rise jeans and offbeat accessories. This trend has also prompted brands to rethink their collections, incorporating this provocative and authentic spirit into future creations.

As summer draws to a close, it remains to be seen whether this trend will continue to shape minds and aesthetics for seasons to come… or whether it will be a passing fad, quickly replaced by the next big phenomenon.