July 16th 2024.
Charli XCX's latest album, Brat, has sparked a new trend that is taking over this summer. If you've been browsing the internet lately, you've probably come across the term "Brat girl summer." It all stems from Charli XCX's groundbreaking new pop album, and it has become the defining mood of the moment. It's everywhere you look.
In many ways, "Brat girl summer" - or simply "Brat summer" - is the 2024 version of Megan Thee Stallion's "Hot Girl Summer" from 2019. It has an indescribable quality to it, a mix of messiness and authenticity. As Charli herself said in her #OffTheRecord TikTok series, it's all about being that girl who can be a little wild, says some silly things, but still embraces herself and enjoys life, even through the ups and downs. It's raw, honest, and a little unpredictable. That's the essence of Brat.
The term itself doesn't have a specific meaning, but it has come to represent a way of life - at least for now - not just for Charli's devoted fans, but also for those who are just discovering her music. As lifestyle creator Lucy Moon, a 29-year-old from London, puts it, "To me, Brat summer feels like the collective energy we were yearning for post-pandemic. I saw someone on TikTok describe it as 'audacious fun,' and I think that's a pretty accurate description."
For Lucy, who has been open about her journey towards sobriety on her social media channels, the popularity of Brat shows that being a "party girl" no longer means getting drunk or using drugs. It's a mindset that is accessible to everyone - and one that has been brewing since the pandemic, when many of us had to reassess our relationship with alcohol and partying after the world shut down.
While some people turned to alcohol as a coping mechanism during lockdown, studies have shown that this was often linked to poor mental health. On the other hand, a significant number of people reported not drinking as much as they used to during this time. This shift in attitudes towards alcohol has led many, particularly from Gen Z and Millennial generations, to reevaluate their relationship with alcohol and potentially make changes, whether that means being more mindful of their drinking or cutting it out entirely. And that's where Brat comes in.
"I think people can have a binary approach to going out - they see themselves as either a party girl or a 10PM bedtime introvert," Lucy explains. "Brat is a reminder that we can hold space for both. It helps people tap into the feeling of freedom and letting go that comes with going out."
Brat also delves into the pressure that women face when it comes to balancing motherhood and career aspirations. At 31 years old, Charli explores her own complex thoughts on wanting to have children in her song "I Think About It All The Time," chronicling her journey towards finding the love of her life, fiancé George Daniel of The 1975, and wondering if they will have a baby together.
This theme resonates with many women in their thirties, like Lucy, who is also 31. "Last year, I had a bit of a crisis about when I was going to feel ready to settle down," she shares. "I couldn't shake off the societal expectations that come with being labeled a wife or a mother. Seeing my friends take their partner's last name sometimes felt like I was mourning their old identity. It can be isolating to feel like everyone around you is growing up, but you're not quite there yet mentally, or you just haven't figured out what you want. Lyrically, the whole album is about feeling out of sync with people - friends, lovers, observers, parents. That's why everyone feels so seen by it - we're realizing it's a universal feeling in our late twenties and thirties, and accepting that is liberating."
Rachel Craft, a 31-year-old from Leeds, also relates to this sentiment. As she approaches the same age as Charli, she grapples with similar questions - whether to settle down and start a family or to let loose and have fun. "To me, it's about being in your thirties and embracing the duality of this stage in life," Rachel says. "Some of my friends are having their first kids, while others are questioning whether or not to have kids at all. We have more self-awareness compared to our twenties, but we still want to feel alive and carefree and go out and party. It's about being a little messy and having fun, with some introspection thrown in."
For Rachel, going clubbing is making a comeback, but she's approaching it differently now that she's in her thirties. That's precisely what Charli captures with the Brat mentality. "Among my friends, we had already started to talk about 2024 as the 'year of dancing' as we came out of the Covid mindset and realized we're not too old and serious to go to the club every now and then," Rachel shares. "I think the added self-awareness in our thirties means we're approaching clubbing differently too. We don't necessarily want to get wasted or feel the need to drink. It's more about the community and feeling free on the dance floor, listening to our favorite music. The club can be a space for sober people as much as for those who choose to drink. We're all trying to find a balance, and Brat reflects that."
Of course, there is also a branding and marketing aspect to the concept of Brat girl summer. Some argue that this goes against the very rebellious nature of the Brat mentality. However, the concept has become so ingrained in popular culture that everyone wants to be a part of it.
"The appeal of Brat is part of a larger rejection of corporate and polished branding that many companies have adopted - and some younger consumers struggle to connect with," says Eilidh Cunningham, head of brand at POTR. "The Brat brand is pushing against something that is seen as corporate and stale. It's not supposed to be nice, and it doesn't have to make sense, but it still does. There's a rebellious spirit there."
As companies strive to connect with younger generations - who are notoriously averse to brand loyalty and value authenticity - they are under immense pressure to get it right. "The impact of Brat cannot be ignored," Eilidh adds. "It has become a noun and a verb, it's just iconic. From the specific color to its influence on fashion - it's the album of the summer, and people are raving about it."
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[This article has been trending online recently and has been generated with AI. Your feed is customized.]
