We’re cancelling brat summer - here’s why.
Brat summer is taking over, and that apple, lime slime green is flooding our feeds, but what is brat summer and why are brands so keen to jump onto it?
Brat summer is a state of being. Created by Charli XCX to launch her album, Brat. She described Brat as “me, my flaws, my f--- ups, my ego all rolled into one.” So what does that tell us about Brat summer? TikTok took it and rolled with it, labelling certain things brat that fit the vibe and the aesthetic, so it wasn’t going to be long until the brands started jumping on this bit of internet virality.
Brat is in. It stands for parties, cool-girl style, prioritising a good time, and making no apologies about any of it. It’s messy, it’s real, it’s relatable.
So, who is doing it well, and who is missing the mark?
We love…
The queen of a meme and this one is no different, capturing brat summer in all its messy glory. Plus, we feel seen.
Credit: Phoebe Dodds
Okay, so not the most wallet-friendly site in the world but their curation for this editorial is bang on for brat summer. Perfectly pulled together and without a huge fanfare to go with it, we love. Still true to the brand and not deviating from what their audience know and love - perfect use of a cultural moment. Yes, it is a cultural moment.
Glossier is Brat. Need we say more? Perfect fit, perfect brand synergy, and perfect audience matching.
We’re not so keen…
A brat girl simply would not. Brat is more than green products, it would be a used lipgloss that a random girl gave to you on a night out, not a full-blown skincare routine to the cost of about £200+.
We’re not sure what to say about this one other than it just didn’t hit. Is public transport brat? Maybe? But the execution felt a bit too left field for us.
“Brat has fired up a grubby rejection of perfectionism. And the problem with brands saying “here is everything you need to buy to have a brat summer” is that you can't buy brat. You have to be brat. It's behaviour. It's the perfect example of having a clear aspirational audience inspired by your most extreme fans of which the broader mainstream want to be a part. E.g. Kamala Harris.”
- Kate Hamilton, Sonder & Tell
Trends and PR stunts will come and go, but brand is here to stay. When you’re jumping and hopping from trend to trend, check in from a brand pov, and see whether it’s a fit or a flop.
Is brat summer for the brand you work for? Here are three things to look at so you can find out whether to jump on or let it sail on past.
Know your audience
Who’s the audience for the trend? Does it match your brand audience? If so, you’re off to a strong start, but if you’re questioning the match, you don’t want to leave your efforts falling flat, and worse, your audience confused.
Speak the language
Does the trend speak the language of your customers? Don’t force it. Stick to your brand voice and what your customers know and love - you don’t need to jar them with words they wouldn’t normally use.
Do a sense check
Does it make sense? Use your head with this one and know that trends come and go, and there will be a new one for us to all fangirl over next week that might just be your glass slipper moment.
Not every brand needs to jump on the bandwagon, brat summer isn’t for everyone. Brat summer is for brands with a natural affinity to the brat lifestyle, it can’t be forced and it can’t be shoehorned. A brand is either brat, or it simply isn’t.
Are you team brat summer, or letting this one pass you by? Let us know.
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