Unless you’ve been living under a rock in summer 2024, you’ll know it’s officially the summer of ‘Brat’.

Charli XCX’s latest album, Brat, released in June 2024, has evolved beyond music to become a cultural phenomenon on a global scale. If last year was all about Barbie pink, then this year is epitomised by a garish green thanks to the English songstress.

But beyond the colour, being ‘Brat’ has become a state of mind and lifestyle. It focuses on being unabashedly authentic and a little bit messy, all the while embracing life's twists and turns. And above all else, it embraces hedonism with open arms.

At the same time, it’s become deeply relatable to Gen Z as it embodies the insecurities and existential crises that plague this generation – only 44% of Gen Zers say they’re prepared for the future.

Similar to Rat Girl Summer and Messy Girl Makeup, the ‘Brat’ aesthetic is also an anti-aesthetic: a rebellion against the rules and a reprieve from the pressure of fitting into endless iterations of prescribed girl trends. ‘Brat’ embraces chaos, imperfection, and rejects social surveillance.

With the focus on ‘Brat Summer’, it's becoming something of a codified business in and of itself.

Initially popularised by its distinctive lime green aesthetic and catchy, rebellious tunes, ‘Brat Summer’ has captured the public's imagination, providing a fresh and edgy backdrop for political messaging thanks in part to influential figures like Sadiq Khan and Kamala Harris.

Sadiq Khan, the Mayor of London, leveraged this trend by adopting the lime green backdrop in an Instagram post about the Ultra Low Emission Zone (ULEZ), effectively using the vibrant and youthful energy of ‘Brat Summer’ to engage a broader, younger audience on environmental issues.

Similarly, supporters and campaign strategists for Vice President Kamala Harris have embraced the ‘Brat’ aesthetic and lingo, creating a series of viral posts that pair videos of Harris with popular ‘brat’ songs. It also helps that Charli XCX herself said on X (formerly Twitter): “kamala IS brat” – a post that’s received over 55 million views and 334,000 likes.

To demystify the ‘Brat’ phenomenon for its largely middle-aged viewers, CNN hosted a panel discussion in an attempt to break the trend down and explain its underlying meaning – an indication of how the political arena has moved into the realm of social media for young voters which can often leave older audiences out of the loop.

The strategic adoption of the ‘Brat Summer’ trend not only modernises political campaigns but also resonates with savvy, digitally fluent voters, demonstrating how contemporary cultural moments can be harnessed to amplify political messages and connect with diverse demographics in innovative ways.

With brands and politicians all jumping on the ‘Brat’ bandwagon, there are whisperings that ‘Brat Summer’ is dead. And this was bound to happen following the inevitable fate of a trend losing its cool, of society memeing too close to the sun.

At its core, ‘Brat Summer’ thrived on an unabashed display of self-assurance and indulgence, inviting participants to revel in a carefree, almost rebellious spirit. The infusion of chaos and hedonism added an unpredictable edge, challenging societal norms and sparking conversations that ripple through various facets of culture.

Political undertones further enriched this tapestry, as the movement subtly critiqued and mirrored broader societal dynamics, making it a poignant commentary on contemporary issues.

And even when such pop culture trends wane, they leave a mark as they evolve into cultural artefacts that offer deeper insights and reflections about the times we’re living in.

This enduring legacy ensures that while the initial fervour may dwindle over time, the underlying messages and the cultural cachet trends accumulate can continue to influence and inspire the social landscape in ways unexpected and unseen.

It's this buzz that helps cultural moments resonate far beyond their seasonal lifespan.

All good things must come to an end, especially in a time of accelerated, micro-trend-fueled internet culture. But even if ‘Brat Summer’ is on its way out, the essence that underpins ‘Brat’ – combatting conformity, serving realness while under pressure to perform, having fun despite it all – will live on.