It’s a BRAT summer... but where did this trend come from and where is it going?

What's #BRAT?

Last summer, the internet and youth community were all the rage around the films Barbie and Oppenheimer. In the summer of 2024, the launch of British pop star Charli XCX’s new album BRAT created a seismic impact on youth and internet culture once again.

BRAT is an electronic pop and dance music album that has gone viral due to its bold and creative marketing initiatives, from surprise pop-up DJ sets to remixes by artists such as Robyn, Yung Lean and Lorde.

The Opportunity
 

Engaging with pop culture moments can enable brands to become part of the cultural conversation that bubbles up within niche youth communities, both online and offline. Music and entertainment are increasingly blurring the lines between various aspects of culture, from memes to fashion, ushering in opportunities for brands to participate in viral moments easily and in real-time.

Projected to reach $19.24bn between 2022 and 2027, the total revenue for the global music market is forecast to have a CAGR of 10.29%. Authentically integrating into this space will be essential for brands playing into youth culture.

Charli XCX’s record-breaking Boiler Room show garnered over 40,000 RSVPs. She also sold 45,000 copies of her album, which includes 14 different vinyl variants. Fans are constantly engaging with BRAT via its meme generator and sharing BRAT-inspired activities to do during the summer online.

The influence of #Bratsummer

This album has resonated with youth audiences on a massive scale because it aligns with their current views around anti-perfectionism and toxic positivity, embracing a full range of emotions instead. It also taps into the return of rave culture and hedonistic pursuits, which we have been tracking since the pandemic.

This youth sentiment has emerged across viral TikTok trends over the past few years, with #Feralgirlsummer, #Ratgirlsummer and now #Bratsummer, all of which promote chaos culture and reject perfectionism.  

#BRAT on the catwalk

The album cover is a vibrant shade of lime, a colour that has been filtering through the catwalks for the past few seasons. This attention-grabbing statement shade is gaining ground for footwear and accessories, juxtaposing all the neutral shades that have been the mainstay of the popular Low-Key Luxury trends.    

The ‘BRAT’ aesthetic also aligns with the shift from Y2K to the early 2010s and the resurgence of Indie Sleaze, which embraces an unrefined, messy look and eclectic styling. Grunge and Noughties club kid influences also come into play, adding a subversive, sexy element. Outfits will incorporate casual youth essential basics, including vest tops, slogan T-shirts and oversized hoodies.

What’s next?

2023 was coined ‘The Year of the Girl’. Yet, we’ll see more explorations of the complex, messy and multi-layered realities of Girlhood and being a woman. Charli epitomises this with this album where she played into this narrative to reclaim the label ‘BRAT’, originally associated with negative connotations. Gen Z will continue to challenge and subvert stereotypes associated with young women and reject societal expectations and pressures.

While the proliferation of micro trends and core aesthetics is undeniable, especially on TikTok, they often form part of a wider trend ecosystem already at play. This negates the need to constantly produce more products to capitalise on these viral pop culture moments.

Instead, the focus shifts to re-merchandising or curating edits with existing products that align with the trend, from the colour focus and products that fit the ‘BRAT’ aesthetic to marketing messages and brand activations that foster a sense of community.

The speed at which brands respond to these viral moments is key to joining cultural conversations that emerge within niche communities. WGSN subscribers can log in now to find out the key ‘BRAT’ summer engagement strategies to resonate with Gen Z audiences. Request a complimentary demo here.