Brat Girl Summer

The latest trend on TikTok is “Brat Girl Summer,” sparked by Charli XCX’s new album, “Brat.” It combines nostalgia, bold fashion, and a carefree attitude, embodying a vibrant and rebellious summer aesthetic.

What is Brat Girl Summer?

Take last year’s Barbie and Clean Girl and take away their hairbrush, give them smudged eyeliner, a packet of cigarettes and throw them on a sticky dance floor bathed in neon-green club lights at 2am on a Thursday. Brat Girl Summer is all about embracing an unapologetic, fun-loving lifestyle, with a hint of existential crisis. Inspired by Charli XCX’s music and aesthetic, it encourages followers to be a bit messy, outspoken, and free-spirited. The trend reflects a blend of old-school hedonism with modern-day rebellion. Think late nights, bold fashion choices, and a devil-may-care attitude.

Where does it come from?

Since Charli XCX released her album in June, Brat Girl Summer has taken over social media. The album is celebrated widely for its energetic tracks. It has inspired viral dance videos, memes, and detailed tutorials on how to embody the “brat” spirit. Charli’s own descriptions of the trend highlights its messiness and raw fun.

Bratty brands

Brands like FlixBus have embraced the aesthetic, using the trend to connect with a younger audience. They have therefore incorporated the vibrant, rebellious aesthetic of the trend into their marketing campaigns, emphasising freedom and spontaneous adventures that align with their brand values. And let’s be honest, an 8 hour FlixBus journey in 32 degree heat with limited aircon and a 4.15am wake-up call can get more than a bit messy.

Why marketers should pay attention

For brands, Brat Girl Summer offers a unique opportunity to connect with a young, vibrant audience. Embracing this trend can lead to innovative marketing campaigns that emphasise bold, authentic messaging. Products and promotions that align with the carefree, rebellious spirit of Brat Girl Summer can resonate deeply with consumers looking for genuine, relatable content.

Brat Girl Summer is not just an entertaining, seasonal trend but a cultural movement that brands can tap into for creative and impactful marketing opportunities.

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