From music and fashion to Kamala Harris, the ‘brat’ aesthetic is taking hold online

Charli XCX’s “Brat” style has become “iconic” and a new bond in pop culture.

Rude and somewhat chaotic, “Boy” aestheticwhose name comes from the English word toreferred ‘Spoiled brat’is sweeping social networks, even with its iconic green color – “Little Green” American election campaign.

This expression comes from the album title. “Kid” Singer’s Charli XCX, British Pop Star, published on June 7th.

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The album, a mix of festival energy and teenage angst, was a success, and its single “apple” It has become the soundtrack for videos showing the “Kid Dance”, a dance that has been reproduced millions of times on social networks and even in the Olympic Village at the 2024 Paris Olympics.

The trend began with the album cover design, which featured the word “brat” written in black on a phosphorous green square, reminiscent of the colors of Shrek.

“A ‘Brat’ girl is a girl who is a little bit chaotic, loves to party, sometimes does stupid things (…) but is also very honest,” the 32-year-old singer explained on TikTok.

The “kid” enjoys life, flies, goes to clubs, sweats and wears a simple “white tank top,” continues the artist, who has been relatively unknown to the public for a decade.

“Kamala is ‘the brat'”

“She’s a naughty girl, a spoiled girl, a girl who does whatever she wants. She’s the opposite of the ‘tradwife’ and ‘cleangirl’ archetypes on the internet. She accepts her imperfections, her oily skin and her imperfect body,” Pascal K Douglas, a consultant for US fashion company Fashion Snoops, explained to AFP.

For young people, this “brat” trend involves hard-partying, daring action and a bit of existential angst.

Douglas added: “Behind this attitude lies a sense of vulnerability, imperfection and chaos. Since 2022, we’ve felt a trend back towards individuality in a world that’s going very badly.” He sees in this fashion a “longing for grunge,” independence, and even “irony.”

The word “brat” is no longer a derogatory term, but a symbol of self-acceptance and has been forced as the national anthem of 2024, appearing in Deutsche Bank advertising campaigns and politics.

It even caused a stir in the US presidential race and Democratic candidate Kamala Harris, who was mixed in both praise and criticism for his spontaneity and joy.

“Kamala is a brat,” confirms expert Charli XCX. The candidate’s campaign immediately adopted the color “brat” in the image on the social network X, turning the green square into a symbol, just as Barack Obama did with his three-color “Hope” portrait.

Boris Johnson

Ipsos UK Research defines the “brat” mentality as one that encourages “being bold, taking risks, and accepting the uncomfortable. It’s about being nervous, imperfect, and confident.” In a poll, former British Prime Minister Boris Johnson was named the country’s “best” politician.

Following the Barbie pink aesthetic of 2023, this phosphorescent green has become the color of 2024, whether it is used in interior decoration or eye shadow or nail polish.

As for the clothes, “it’s anti-fashion, the rejection of logos, brands. It’s the spirit of second-hand clothing, wearing the same thing for a week,” Aude Fellay, professor of fashion design at Geneva’s HES school, explained to AFP.

In addition to the color green, the “brat” aesthetic is a mix of grunge and Y2K influences, with references to the 2000s, and a relatively simple look consisting of a white t-shirt without a bra, low-rise jeans, and accessories. denim or leather. She wore smoky makeup.

“In September we will see whether the brands can harness this somewhat jarring trend,” said the expert, who is curious whether this “kiddie” aesthetic is just a passing romance.