The Brat Era

Discussions around Brat have skyrocketed in the past few days.

Brat is everything from a noun, to an adjective, to an album, to a state of being. This summer, the word ‘Brat’ got a rebrand. A term that has traditionally been associated with poor behavior,  Brat is now a term of endearment, conjuring up positive associations with unabashed authenticity and self-expression. So, what sparked the Brat rebrand?

About a month ago, pop star Charlie XCX dropped her album, Brat. Everything from the tempo to the lyrics to the icons who appeared in her music video embodied Brat. In interviews promoting the album, Charlie XCX described the Brat ethos as one that accepts her flaws and mistakes, embraces her ego, and isn’t concerned with perceptions.

Following the album’s release, Brat grew beyond just music, becoming a cultural phenomenon -- infiltrating everything from internet culture to the 2024 US Presidential election. Summer 2024 has been rebranded as ‘Brat Summer’... but Brat isn’t just a summer trend, it’s a new consumer mindset that is here to stay.

⬆️ What’s Up: New values, for everyone.
Brat is about:

  • Unconfined authenticity

  • Maximalism at new heights

  • Rejecting expectations

  • Embracing indulgence

And the Brat aesthetic is resonating far beyond its initial Gen Z audience. Following Joe Biden’s endorsement of Kamala Harris as the democratic nominee, Charlie XCX tweeted that, “Kamala IS Brat”. In response, Harris’ team quickly rebranded her X profile to align to the Brat aesthetic.

Pro-tip: The brat aesthetic is the lime-green color, and carefree, rebellious, and bold attitudes. It is shown through unapologetic self-expression, embracing chaos and imperfection, and being a little messy. 💚

Harris’ endorsement of Brat shows just how far past its Gen Z origins the phenomenon has spread.

  • "Brat" has parallels in the US political elections. Kamala Harris, often seen dancing and laughing on social media, embodies this carefree spirit, embracing memes and addressing controversies like the "coconut tree" comment to showcase her relatability and reliability.

Why people are talking about Brat:

In the midst of political turmoil and increasing fear of the future, newness, authenticity, and realness are all part of the ethos we should push as a nation. A big cause of Brat’s popularity is the push to live in the moment. Instead of being intimidated by outside perception or holding back in an attempt to save for the future, Brat is more concerned with the now. Have the extra drink, spend your last bit of cash, and do you, and do it loudly.

➡️ What’s Next:
For brands looking to engage with Brat, it’s important to think about how Brat values will impact consumerism and how Brat isn’t limited to any specific age group. Gen Z may be the Brat pushers, but as Kamala Harris proves, anyone can, and should, be Brat.

Because so much of Brat is rooted in self-expression, retail and fashion will likely be most impacted, with a push towards maximalism and novelty pieces that embrace Brat.

  • Pro-tip: Maximalism is a bold and unapologetic approach to fashion and lifestyle, characterized by vibrant colors, different styles and eras, and layer aesthetics that embrace individuality, self-expression, and ‘more is more' attitudes.


Fitting in and playing by the rules is so last season. The pandemic and all the rules are DONE.

Now, the new wave of consumers want things that are niche, speak to their individual style, and feel unique to them.

Younger consumers (ages 18-34) will be less concerned about the price tag, and more concerned about how standout the piece is; as “girl math” proves, cost per wear can help justify a big price and outfit repeating is so Brat.

  • Pro-tip: Girl Math is an unconventional and humorous concept used to justify spending and financial decisions. How it works? Girl Math is the art of turning every purchase into a win, making buying a shirt on sale feel like saving money, even when your bank account tells a different story.

Disruption: As cancel culture dwindles and the Brat era prevails, brands will feel less confined to play within the boundaries. Brands will endorse the Brat themes of tasteful selfishness, rebellion, and unapologeticness through their product offerings, partnerships and activations.

Innovation: Brat gives brands permission to innovate in ways they couldn’t before -- if unique is what the Brat aesthetic calls for, brands can harness it by offering the unexpected.


Polarization: Embracing messiness. Though the Brat aesthetic still may be curated, it lets go of typical fashion and beauty standards requiring you to look put together at all times. As a key pillar of Brat is utter authenticity, owning your grit is not frowned upon, instead it’s embraced and endorsed.

Social Impact: The Brat Summer themes of individuality and rebellion celebrate insecurities and confidence, taking the ‘come as you are’ mentality to new heights. Brat themes are being used in elections as a form of self-expression and for the candidates to connect with younger voters, and break traditional stereotypes.  


Stickiness: Brat Summer is for everyone. Unlike Barbie Summer or Hot Girl Summer that were more targeted towards a specific gender and age group, Kamala Harris’ endorsement of Brat shows that Brat is a concept that set the new standards for all.

Content Team