Your Guide to “brat Summer” from a Gen Z

As a chronically online Gen Z, it has become my de facto responsibility to explain internet trends to friends, family, team members etcetera. One of my proudest moments in my professional career so far has been integrating “slay the house boots down” into Teams chats. In fact, when a client does well, oftentimes my Teams responses now are, “Did they slay boots?” Therefore, I would be remiss to not share my two cents on the internet phenomenon of the moment: brat.

What is “brat?” 

“brat” is the new pop album from the English singer and songwriter, Charli XCX. It is fun, uplifting, and explores topics that are near and dear to women worldwide. The album cover is lime green with the word “brat” in all lowercase. It is simple, eye catching, and trendy.

Charli’s album has taken the internet by storm and has gained its own persona. It has transformed the meaning of the word “brat” from being obnoxious, whiny, and demanding to being a term of empowerment. As described by Charli, brat means, “You’re just like that girl who is a little messy and likes to party and maybe says dumb things sometimes.” brat is being unapologetically yourself. It is embracing and loving your chaotic, messier side—and every other part of your personality that makes you you.

When the mainstream media and brands are formally talking about a trend, for Gen Z and other chronically online folks, that’s often the sign that the trend has officially become cringe—and is therefore over. But at the time of writing this piece, “brat summer” is not over; in fact, it is far from over.

Charli’s recent endorsement of the United States Vice President, Kamala Harris, has taken brat past the music and social media sphere. For weeks, fans online have been branding Kamala as brat. There have been TikTok videos of her being silly and goofy, scored to songs from the album. brat has entered and transcended the political space. brat is now all over the mainstream news.

So, for those wondering, here is how you and your brand can be brat:

1. Don’t overdo it.

Being brat is about being yourself—and not trying too hard to be someone else. This philosophy remains true for brands seeking to execute timely communications campaigns. If being brat fits, it fits.

For example, Kamala Harris’ best method for being brat is through allowing the internet to attribute it to her, and to simply keep being herself. If Kamala Harris tries too hard to embrace brat, she will end up going down the rabbit hole trying to relate to a generation that is not her own and run the risk of coming across as being a try-hard.  By putting in too much effort to be relatable, Kamala would no longer be brat.

2. Less is more.

While “not overdoing it” and “less is more” are essentially the same thing, there is a distinct difference. Charli’s album cover is simple. It is Charli and she is brat. Simplicity is often the most effective way of getting your point across. Her album is only 41 minutes long. And while, on the surface, it seems to mostly  explore the party feeling that society has craved since the pandemic, it also uses simpler language to dive into nuanced topics about the challenges of topics like womanhood, anxiety, and perfectionism.

Also, in a way, it’s a direct response to and rejection of the internet’s “clean girl” aesthetic trend, which symbolizes being a girl who has everything together. Through her album brat, Charli is normalizing women not upholding societal demands of perfection at all times, all within the confines of 15 songs. She’s telling them: less is more—and less is beautiful. Which leads me into my next point…

3. It’s ok not to be perfect.

There are lessons to be taken from embracing imperfection and normalizing human moments. In Charli’s song, “Girl, so confusing” with Lorde, the two of them explore the feeling of imperfection. This song has been celebrated for its honesty and “real-ness.” Often, brands feel the need to live up to unattainable standards to remain relevant. With the shortening of the media cycle and trend cycle styles, products and companies go out of style as fast as they come in…and sometimes even cycle back to being on trend. And that’s ok! Things are not popular forever, as I am sure brat will not be.

For example, the Jeffrey Cambell “Lita” boots, which were once deemed “out,” are now being plastered all over my Instagram ads. A relic of our “indie sleaze” and 2010s past, the Lita has circled back in 2024. The boots aren’t perfect. They aren’t the “timeless” aesthetic that is entirely neutral and will be in forever. But they are “in” for now—just like brat.

4. brat is about celebrating yourself/your brand—and others.

While allowing yourself to be messy is one connotation of brat, there’s much more to it.  brat is a feeling. It is a sense of confidence, and it is a celebration of being one’s authentic self.

On her album, Charli collaborates with other recording artists, such as Lorde and Billie Eilish, who embody the brat energy. These artists are women she’s often put in direct competition with by record labels and the media. The result is magic: by uplifting and celebrating her peers, Charli is elevating her own brand and theirs, all at once.

There is a lesson to be taken here. If you are confident in yourself and your brand, there are unique opportunities for collaboration with others who are often considered your competition. Fans love a collaboration between their favorite things—and they especially love when perceived competitors work together to defy expectations and have a little fun.

 5. brat isn’t for everyone—and that’s okay!

brat isn’t for everyone in the sense that not everyone has to participate in the re-emergence of indie sleaze-adjacent, post-COVID party culture. If you’re an aspiring thought leader or a brand, it’s important to recognize when a trend isn’t for you. For example, the Lita boot isn’t everyone’s vibe; and if it’s not your style, you probably won’t be donning it. The same goes for brat. So make sure to really ask yourself if brat fits with your brand or aesthetic, or if you just want it to because it’s what’s trending.

And by the way…if brat isn’t your thing and you actively pass on adopting it, guess what? That decision is brat, because you’re choosing to be yourself and not trying to be something or someone else. It’s giving paradox in the best way.

This advice on brat applies to all internet trends. Don’t jump on social media trends if they don’t fit your brand. When you do that, you run the risk of coming across as forced and cringe. And while brat can be ascribed to a lot of things, being cringe is definitely not one of them.