Brat Summer: More Than Cigs and Cocaine – It’s Whatever You Want it to Be

It’s hard to remember a time when summer was just a season. In recent years, the warmer months have become more of a branding exercise. First, there was “Hot Girl Summer,” the title of a Megan Thee Stallion track from 2019, which became a catchy label for the summer following the lifting of lockdown restrictions in 2021.

Like most viral internet phrases, “Hot Girl Summer” didn’t carry a specific meaning. It was more of a “vibe” that could be defined with anything from a scenic photograph or a bell hooks quote to a bikini selfie or a series of tongue emojis.

Next came “Feral Girl Summer,” encouraging women to be okay with not being perfectly manicured and presentable. A similar sentiment applied to “Rat Girl Summer” – think feral but with a quirky rodent twist. The latest iteration is “Brat Summer,” targeted at party girls who dance till 8 AM and sleep in their shoes. This trend has become the most prominent yet.

Videos explaining the “symptoms of a Brat Summer” have amassed more than 16.3 million views on TikTok. There are detailed tutorials on how to have a brat summer, covering what to wear, which lipstick to use, what car to drive, what to drink, and how to speak.

The phenomenon originated from musician Charli XCX, who released her sixth studio album, Brat, in June. Ever since its release, it has dominated the digital discourse. The album’s cover art features a sickly green shade with “brat” written in lowercase letters, evoking nostalgia among millennials who remember MSN Messenger. The album’s songs have spawned viral memes, dance videos, and think pieces, resonating deeply within and beyond Charli’s fanbase.

Unlike previous trends that mostly existed online, “Brat Summer” has infiltrated the mainstream. It’s hard to spend two minutes on social media without encountering it. Celebrities like Daisy Edgar Jones from Normal People and Kyle MacLachlan of Twin Peaks fame have publicly endorsed it. Even the Green Party used the album’s art to encourage voters.

When discussing “Brat Summer,” it’s best to turn to Charli XCX herself. On TikTok’s Off the Record series, she described the brat persona as “a bit messy, loves to party, and sometimes says dumb things.” Charli outlined a “Brat Summer starter pack” as “a pack of cigs, a Bic lighter, and a strappy white top with no bra.” Alongside Charli, actors like Julia Fox, Chloë Sevigny, and Rachel Sennott, who appeared in Charli’s “360” music video, are key figures of the Brat era. The lineup also includes a diverse array of body types, genders, races, and sexualities, featuring non-binary model Richie Shazam and actor Hari Nef, the first transgender woman signed with IMG Models.

“Brat Summer” celebrates old-school hedonism: not caring what others think, speaking your mind, late nights, hangovers, and discarding social norms. It’s also smoking cigarettes instead of vapes, essentially having fun. This stands in stark contrast to other summer trends like “clean girl summer,” which pressure women to invest in makeup and hygiene products. “Brat Summer” encourages embracing your organic, unfiltered self, which is reassuring.

Naturally, not everyone agrees with this trend. Critics argue that such bacchanalia is exclusive to the young or frown upon its endorsement of drug use, referencing lyrics from "365" that mention drugs.

However, that’s not the core of “Brat Summer.” The hashtag “Brat Sober Summer” has over 6.3 million views on TikTok and primarily features dance routines rather than partying. Even the Amish community has participated. Many of Charli’s endorsed Brats don’t drink heavily. Julia Fox, for instance, is a recovering addict who rarely drinks. Influencer Emma Chamberlain, also featured in the “360” video, has openly discussed her nicotine addiction on her Anything Goes podcast, noting her shame over it.

Furthermore, Brat, the album, is deeply vulnerable, exploring complexities of womanhood, body dysmorphia, societal pressure, and internalized misogyny. Its relatable chaos enhances its power as a piece of art, providing verisimilitude. The track “Girl, so confusing” unravels a rumored feud between Charli and Lorde, who later featured on a remix, making "let’s work it out on the remix" a viral phrase.

To label “Brat Summer” merely as a partying trend is short-sighted. It’s more about rejecting daily monotony and embracing freedom in individual ways. “Brat Summer” is a celebration of individuality, making it an inclusive phenomenon to be embraced rather than dismissed.

Source: Vice