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How Brat became THE Brand of Summer ‘24

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Thanks to Charli XCX, you have probably heard the word ‘brat’ this summer. It’s been almost impossible to use social media without hearing ‘360’ – or ‘365’. If you’ve spent any time with a Gen Z-er, they’ve likely pointed at something vaguely lime green and said, ‘That’s so Brat.’ Maybe you’ve even learnt the Apple dance?

There are countless posts on TikTok tagged #brat, including content from organisations who are hoping to use the popularity of the Brat aesthetic to bolster their own brands: from charities (see the below example from London Wildlife Trust) to brands such as Tony’s Chocolonely, and Asda. Both the Green Party and Kamala Harris also used Brat branding as part of their respective election campaigns.

It’s clear that brands from every industry have been desperate to align themselves with the ‘365 partygirl’ aesthetic – admittedly with varying success. Charli XCX herself has been asked to define the Brat Summer essentials, listing ‘a pack of cigs’, a ‘bic lighter’ and a ‘strappy white top’. Fans of XCX, and pop culture enthusiasts in general, have championed the album since its June release – and though Brat Summer may be coming to an end, Charli XCX’s icon status shows no sign of slowing.

Let’s take a look at how the branding of Brat contributed to its widespread success.

Brat green and brand recognition

WGSN points out that ‘experiential and guerilla marketing’ as well as ‘co-created stunts’ have helped to generate hype around the album. A key aspect of these marketing efforts is the use of ‘Brat green’, the lime-green hue used for the Brat album cover.

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The Brat wall (above) in NYC served as a way for Charli XCX to communicate with fans using the album’s branding, which sparked the trend of using the Brat cover format online. As such, Brat green is everywhere – the colour has become synonymous with the album, with Charli XCX, and even with pop culture itself.  

Fiona Briggs, writing for the Retail Times, said:

'Renowned for her avant-garde style, Charli XCX has effectively appropriated the colour lime green, establishing it as the aesthetic of the season. Following the pink phenomenon popularised by Barbie last summer, lime green is now taking over as the focal point on social media.'

For brands that want to increase brand awareness and recognition, colour is an important consideration – this is well known. However, Brat green is an example of the attention an individual element can attract when used forcefully, and how powerful a brand can become when the right balance between message and visuals is struck.

Micro-trends: From Barbiecore to Brat Summer

Last year, Barbie pink was the colour that defined the summer. This year, everything is green. Given the success of Barbie, the internet was ready for a new summer trend, and Brat was it.

Many have made the Brat/Barbie comparison, since these trends were able to stand out of the sea of microtrends. Lucy Maguire, writing for Vogue Business, said:

'Last summer saw a proliferation of aesthetic micro-trends on TikTok, such as “tomato girl summer” and “rat girl summer” (the latter resonating with Charli XCX’s ethos by promoting body confidence and carefree living).'

Brat’s success is partly due to the micro-trends that preceded it. Without the cultural tone that Barbie set, Brat may not have taken off in the same way.

Micro-trends (which only last for a few short weeks) may seem at odds with traditional branding (which, when done well, will encourage life-long bonds with customers). However, Brat’s adaptable format means that it has the potential to evolve indefinitely. Brands that are able to achieve such a status will be more protected in a culture of micro-trends, compared to brands that lack dynamism.

Collaborating for success

Brat, and its subsequent marketing, has included myriad collaborations with other musicians, as well as references to pop culture lore.

The result of these collaborations and references is that Charli XCX’s fan base has expanded exponentially. The references go on and on – Brat has successfully established its place as part of the pop culture tapestry.

Brat is not the first to use collaborations to build awareness – we previously explored the value of brand collaborations in our post about the Stanley cup trend. Collaborations with other brands, or marketing campaigns that reference and build on pop culture trends can be a great way to connect with new audiences.

Speaking your audience’s language

Charli XCX’s audience is incredibly diverse now more than ever, and she has been held in high regard by the queer community for a long time. Brat is a club that everyone can be a part of, and its branding reflects this: it’s simple, minimal, and can be endlessly re-interpreted.

“It’s inclusive and exclusive.”

Anna Meacham, Vogue Business

Of course, not all organisations will want to connect with their audiences through such simple branding. However, Brat provides a lesson in clarity. Reaching existing and new audiences is most effectively done by communicating a clear and memorable message.

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Piggybacking on Brat‘s branding has also allowed brands to communicate across generational divides. ‘Skibidi toilet rizz’ has become a shorthand way of referencing the baffling and ever-evolving nature of Gen Alpha’s digital culture and language. Brat, on the other hand, doesn’t require any decipherment: it’s squashed black Arial text on a lime green background. And because of its associations, it promotes unity, communication, and authenticity.

Regarding current branding trends, Lily Smith at Fast Company writes:

'In the wake of so much broad cultural uncertainty (think tech, politics), consumers are craving a sense of optimism and escape, and that will continue to shape visual design and the way brands speak to consumers. The brands that stand out going forward offer a sense of joy, realness, and authenticity that’s bold, personality-driven, and offers something new to say.'

Brat autumn?

As the summer comes to an end, many brands will be undergoing a process of de-bratification, while some claim that the ‘demure’ trend is already taking Brat’s place. Alternatively, many Brat fans are hoping to keep the party going this autumn.

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