This summer, social media was flooded with lime green and classic, all lowercase Arial font thanks to British singer/songwriter Charli XCX’s sixth studio album, “BRAT.”
Released on June 7, 2024, the dance-pop album is an eclectic take on womanhood and society. Subsequently, it has led to online trends on social media, namely TikTok, such as the “Apple” dance and others taking their own spin on the album cover.
“I think there’s a lot of different factors contributing to the popularity of this album,” said Bella Jalbert, a junior mass communication major. “Mainly, the recognizable cover, and how it’s so easy to use the same green and put a random word or phrase on top of it to make it your own. It’s just a fun party album, and I’m glad Charli is finally getting her followers.”
According to Billboard, following its release, “BRAT” debuted at No. 1 on the Top Dance/Electronic Albums chart and No. 3 on the Billboard 200.
“Brat” trends have been so widespread that it has made its way into the unprecedented 2024 presidential election.
“kamala IS brat,” said Charlie XCX in a post on X, formerly known as Twitter, in July of this year showing support for the Democratic presidential candidate and Vice President Kamala Harris.
Following this public endorsement, Kamla HQ, the official social media presence for the Harris campaign, followed the “brat” trend by posting a photo with the widely recognized green and same font acknowledging the account’s mission.
“BRAT” has also made its way onto the GCSU Instagram account in a post promoting College Colors Day that took place on Aug. 30. It is a strategic marketing tactic that catches the eye of a younger, college audience.
“bobcats wear green,” the Instagram post said. “maybe not that green.”
In the fashion world, “BRAT” is characterized by cropped white tank tops, unbuckled platform shoes, stains and, overall, not caring what others think. Lyst, a fashion search engine, reports that searches for clothing that is “bright green” rose 332% this year.
Many have coined the term “brat summer” in response to the trend, meaning a youthful, carefree, cool-girl, party aesthetic that is appealing to Generation Z and Millennials and synonymous with summer nights.
Recently, Charli XCX announced another version of the album, “Brat and it’s completely different but also still brat,” that is set to release on Oct. 11. Among some, the term “bratumn” is now being used online as an extension of “brat summer.”
“I don’t understand the trend,” said Erin Young, a junior exercise science major. “I’m not quite sure I understand the definition, so I don’t think I had a ‘brat summer.’”
In anticipation of the upcoming album, Charli XCX has collaborated with well-known musical artists like Troye Sivan, Billie Eilish and Lorde, which has only added to the success of not only the music but also the trend.
In September and October, Troye Sivan and Charli XCX will be co-headlining the “Sweat Tour” in support of their respective albums “Something To Give Each Other” and “BRAT.”
“I had as much of a ‘brat summer’ as you can in Woodstock, Georgia, and I’m going to the “Sweat Tour” this week,” Jalbert said. “I’d say I’m gonna have a ‘bratumn’ as well.”
If last summer “Barbie” pink was all the rage, 2024 is stamped with “BRAT” green.
