How Brat Summer Took Over Marketing

Before we were cutesy, very demure—we were brat! Brat summer wasn’t just a trend; it was a cultural shift. The term originated from Charli XCX’s chart-topping album Brat, but its meaning has evolved far beyond childhood name-calling.

Thanks to Charli, “brat” has been rebranded as something powerful. It’s about being unapologetically yourself, embracing imperfections, and owning your chaotic side. It’s confidence, boldness, and taking risks without looking back.

Brat Summer’s aesthetic was dominated by neon green and a rebellious punk-meets-Y2K vibe. The look? Carefree and grungy, with a sharp edge. Brands caught on fast, using Brat Summer’s influence to connect with a younger, bolder audience.

How brands cashed in on the brat phenomenon

Fashion collaborations and collections

The brat aesthetic took over fashion, and no one understood this better than SKIMS. Kim Kardashian’s brand tapped into brat summer by featuring Charli XCX in its latest campaign.

Shot by Petra Collins, the campaign showcased SKIMS’ new cotton rib and fleece styles in a sultry, unfiltered way—perfectly embodying brat energy. Charli’s confidence radiated, proving that brat summer wasn’t just a fashion moment; it was an attitude.

“SKIMS empowers people to feel confident in their own skin, which is the essence of Brat,” Charli said in a press release. “I am excited to be working with a brand that understands that comfort and style don’t need to be compromised. Shooting with Petra for this campaign was a dream, and I was so excited to get on set and wear these timeless, sexy pieces. Also, the puppies were beyond cute.”

And just like that, brat fashion went mainstream.

The brat goes political

Brat energy wasn’t just about music and fashion—it made its way into politics, too. Charli XCX herself brought the brat attitude to the political stage with one simple post.

When Kamala Harris secured the Democratic nomination, Charli took to X (formerly Twitter) and wrote:

“Kamala IS brat.”

And just like that, brat summer became political. Harris’ social media team ran with it, using brat-coded messaging to appeal to younger voters. Their strategy? Ditch the traditional, overly polished political ads in favor of a more real, unfiltered approach—one that embraces the chaotic, self-assured energy Gen Z loves.

It worked. The campaign’s tone shifted to one that felt more personal, less rehearsed, and ultimately more engaging. TikToks became funnier, captions became more playful, and brat summer became a tool to rally younger voters who crave authenticity.

Across the pond, the UK’s Green Party adopted brat energy in their own way. On July 4, just before the UK general election, they posted a neon green graphic in the style of Charli’s Brat album cover with the words “Vote Green.” It was simple. It was direct. And it caught everyone’s attention.

Brands jump on board

Like any viral trend, brat summer became a marketing playbook. Brands abandoned their polished, corporate tone in favor of something bolder, more rebellious, and totally unfiltered.

Urban Outfitters went all in on brat fashion, amplifying the neon green punk aesthetic across their social channels. Their messaging became more playful, their visuals more chaotic, and their overall brand voice shifted to match the brat movement.

Even unexpected players joined in. A plant-based sausage brand (yes, really) tapped into brat energy with tongue-in-cheek ads that leaned into imperfection and unfiltered humor. Turns out, brat marketing wasn’t just for fashion—it was for anyone willing to embrace it.

Influencers so brat

Marketing teams knew that if they wanted brat summer to resonate, they needed the right influencers on board. And who better to lead the charge than Charli XCX herself?

Influencers who already embodied brat aesthetics were brought in to amplify the trend. TikTok creators showcased their brat-inspired outfits, shared chaotic behind-the-scenes content, and even made viral dances to brat-coded music.

That viral brat summer dance? It cemented the trend in internet culture.

Why brat energy wins in marketing

Brat summer wasn’t just a passing trend—it was a response to a deeper shift in consumer behavior. Gen Z doesn’t want perfect. They want real. They see through overly polished ads, staged “relatable” content, and brands that try too hard.

So, what do they engage with?

• Unfiltered, unscripted content. People respond to raw, in-the-moment content more than curated perfection.
• Humor and self-awareness. Brands that make fun of themselves (before the internet does) build credibility.
• Bold, rebellious messaging. Brat summer proved that confidence and a strong point of view resonate deeply.

The Brat Marketing Playbook

Brat marketing is more than just slapping a neon aesthetic on your brand—it’s about a mindset shift. It’s about owning your identity, engaging in real-time, and embracing imperfection.

1. Drop the corporate-speak. Talk like a person, not a press release.
2. Be self-aware. If your brand is known for something, lean into it—even if it means making fun of yourself.
3. Engage in real-time. Jump into conversations. Respond to trends. Don’t just post and disappear.
4. Embrace low-production content. Sometimes, the least polished videos perform the best.
5. Pick trends wisely. Not every viral moment is a good fit. Be selective.
6. Let your audience in. Encourage user-generated content and reshare the best moments.
7. Create moments, not just ads. The most successful brat brands don’t just sell products—they create cultural moments.

The risks of brat marketing (and how to avoid them)

Brat marketing is a powerful tool, but only when done right. When brands get it wrong, it can be a disaster.

• Trying too hard to be “cool.” If it doesn’t feel authentic, don’t force it. Nothing kills credibility faster than a brand that’s desperate to be relatable.
• Being bratty for no reason. Roasting competitors or making controversial statements just to stir the pot? That’s a recipe for backlash. Be strategic.
• Ignoring audience sentiment. Brat marketing isn’t about ignoring customers—it’s about speaking their language. If something isn’t landing well, listen and adapt.

Cut to the chase

Brat summer wasn’t just a blip on the pop culture radar—it signaled a bigger shift in how brands connect with consumers. Raw, bold, and unfiltered is the new standard.

Brands that embrace it? Thriving. Brands that resist? Fading into irrelevance.