Charli XCX, the precursor of the “brat” aesthetic / AFP
The rise of the “brat” aesthetic is a phenomenon that not only floods social media, but seems to have transcended the boundaries of entertainment to establish itself in a much broader space of global pop culture, even influencing the realm of politics. What began as a trend born from the latest album of singer Charli XCX has achieved an unexpected impact, reflecting a kind of symbolic resistance against more polished aesthetics and the order they represent. “Brat” is chaos, it is imperfection, it is the celebration of what at first glance seems undesirable and that, however, has seduced millions.
The album “Brat,” released in June, not only brought with it a collection of songs with an intense mix of energy and anxiety, but it was also the vehicle that launched an aesthetic movement that, ironically, can be defined as messy and brave at the same time. The album cover, with the word “brat” written in black on a phosphorescent green background reminiscent of the iconic monster Shrek, has been the trigger for a visual and cultural explosion that has left no one indifferent.
Brat green has quickly transcended the confines of the album to become a sort of banner of attitude and aesthetics. In a digital world where image and perception matter more than ever, this fluorescent shade has made an appearance not only in advertising campaigns for big brands, but also in more serious arenas such as American politics. Kamala Harris’ campaign team, in a bold move, adopted brat green for its imagery, evoking Barack Obama’s iconic “Hope” campaign, albeit this time with a hint of rebellion and spontaneity.
Charli XCX, in her interventions on social media, has explained that the “brat” girl is someone who dares to be different, who allows herself to be a little chaotic and go out partying without worrying too much about the established rules. This notion of the “brat” girl contrasts sharply with other archetypal figures that predominate in the digital ecosystem, such as the “tradwife” or the “cleangirl”, who represent the opposite: the former embodies nostalgia for a more traditional and submissive femininity, while the latter opts for minimalist purity.
This type of aesthetic contains influences from grunge and 2000s fashion.
For young people, the “brat” trend is not just about style. There is something much deeper that connects with a need for authentic expression in a world increasingly saturated with polished and aesthetically perfect images. The “brat” is the person who dares to show their vulnerability and is not afraid to expose their imperfections. Instead of hiding the grease stains on their skin or the body disorders, they celebrate them as symbols of resistance to social pressures.
This attitude of defiance and acceptance of the imperfect has established itself as a trend that some experts see as a return to grunge and independence. Since 2022, the fashion world has begun to feel this need for individuality in a global context that seems to be increasingly out of control. Brat fashion is a response, perhaps ironic, but definitely subversive, to a world moving towards chaos. The bacchanalian parties, acts of bravery and existential angst that accompany this trend are signs of a youth looking for something beyond simple aesthetic pleasure: a reconnection with the real, the imperfect and the genuine.
But this phenomenon is not limited to the realms of fashion and music alone. The emergence of the “brat” aesthetic in American politics is a sign of its expansive influence. Kamala Harris, having been labeled a “brat” by Charli XCX herself, has embraced the notion as a way of showing her spontaneity and joviality, characteristics that have made her stand out in a generally rigid political environment. Surprisingly, this trend that initially seemed relegated to the realm of social media and parties has found a way to influence presidential campaigns, proving that chaos can also be a political marketing strategy.
The concept of “brat” has even been the subject of analysis by institutions such as Ipsos UK, which defines this mentality as a call to boldness, taking risks and embracing the uncomfortable. In a recent poll, former British Prime Minister Boris Johnson was identified as the country’s most “brat” political figure, a distinction that reflects his often unpredictable approach and ability to challenge established norms. The influence of the “brat” aesthetic is therefore not limited to youth culture or social media, but extends to powerful figures who, in some way, personify this rebellion against convention.
The rise of the “brat” aesthetic is a phenomenon that not only floods social networks
In the fashion world, the impact of the “brat” aesthetic has been equally noticeable. After a 2023 dominated by the Barbie pink aesthetic, fluorescent green has positioned itself as the color of 2024, appearing in everything from interior decoration to makeup and clothing. What sets this trend apart from others is its rejection of conventional fashion and luxury brands. The “brat” prefers second-hand clothes, basic garments and the repetition of outfits without worrying about the rules of style.
The “brat” aesthetic also draws influences from grunge and 2000s fashion, with looks that combine basic elements such as white T-shirts without a bra and low-rise jeans, adorned with denim or leather accessories. Smoky makeup completes a look that evokes both nostalgia and irreverence.
The big question now is whether this trend will manage to endure or fade away as quickly as it arrived. As we enter the second half of 2024, fashion experts like Aude Fellay are watching with curiosity as brands try to adapt to this somewhat strident aesthetic, in an attempt to capture the attention of a generation that seems to seek, above all else, authenticity. Meanwhile, the “brat” aesthetic continues to spread, challenging norms and celebrating chaos that has somehow become the most sincere reflection of these uncertain times.
“Kamala is a ‘brat,’” confirmed expert on the subject, Charli XCX / Web
