Jumping on the bratwagon
This newsletter got us trolled
A Brat has a “pack of cigs, a Bic lighter and a strappy white top with no bra”. We’ve resisted writing about Charli XCX’s album and adjacent vibes – mainly because the entire Internet and an actual presidential nominee has been there, so commentary at this stage risks sounding a little: “For those who are not in the know like I am, this is a cool thing.” But here we are!
Marketing has praised the DIY vibe of Brat. There’s even a generator which helps you make your own nuclear green, pixellated assets. Cultural strategist Grace Godon says: “Using Brat as its primary vehicle, Charli and her collaborators have built a universe and lifestyle around being a club rat/party girl which offers a rich platform for fan expression.”
The aesthetic is easy to imitate. Which means that people (and brands) don’t think very hard before doing so. The result is a harmless but occasionally cringe case of jumping on the bratwagon. Dulux said: “Embrace the colour of summer with Kiwi Crush. Our vibrant green that radiates bold energy and edgy style. The perfect summer shade for those who love to make a statement! 💚” The suggestion that there’s a ‘perfect’ summer shade misses the will-not-be-boxed-in vibe of brat completely. Meanwhile Kate Spade literally just did an edit of green accessories. Kate Spade is the least brat brand there ever was, and they should have embraced that. Brats don’t use a leather coin purse. Brats use Apple Pay and leave home with their battery at 10%.
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.
And so successful brand engagements embrace the personality of brat as well as just the nuclear green. Duolingo used a give-no-fucks tone of voice to chime in: “Life is short bully a monolingual today.” Field Roast, a plant-based BratWurst brand adopted the Brat aesthetic to market their sausages. And weirdly it works? Because it's visually kind of intense and also because let’s be honest brats probably would scoff a hot dog after a night out. Asda’s answer also lands because it doesn’t take itself too seriously. There’s not a Gen Z staff member in sight and the implication is: there’s a brat inside all of us. Now go forth and be bra-less.
The Advice
“I’m over the idea of metaphor and flowery lyricism and not saying exactly what I think, the way I would say it to a friend in a text message.”
– Charli XCX, Billboard Magazine
The Interview
"My definition of a softboi is anyone, of any gender, who’s leaning towards anti-establishment in the way they present themselves, in their interests and in their beliefs. This includes both people who are screenshotted saying stupid things in a romantic context, and people who aren’t."
Praying is a brand that felt brat before Brat. Hoodies that say Filthy & Disgusting, Holy Trinity bikini sets, silk slips printed with ultrasounds. Even their returns policy is br-attitude: Due to the exclusive nature and high demand of the merchandise, all sales are final.
The Prompt
Take a piece of brand comms and rework it for brat girl summer. Get deeper than the colour palette and blurry font. What’s the vibe and feeling behind it?
The Vortex
Read, Scroll, Listen
In our opinion, the best piece on Charli XCX’s marketing genius
Flatlays are back on social
We all got dewy-eyed at this poem, Laundry
"he liked to talk about the way // 1 big woman let herself be changed // by // marriage // parties // vitamins // rosaries." Take a look at these iconic marketing campaigns reimagined by famous authors
We've said it before, and we'll say it again:
workplace culture isn't made at the bar.