why aren’t we allowed to just enjoy things anymore. why does everything have to become a brand and an aesthetic? i’m honestly so fed up with constantly being advertised to
Capitalistic greed and everyone financially struggling to obtain basic stability therefore leading them to further feed into that greed. Both being victims and perpetrators of a corrupted system. But that's just my idea, and it does indeed suck
No offence but this isn’t a new thing AT ALL. Things being called an aesthetic has been around since at least the Victorian times. The only difference is the names didn’t have ‘aesthetic’ at the end of them.
I saw a clip of Charli saying all you really need for a Brat Summer is a pack of cigs, a Bic lighter, and a strappy white top without a bra. Real Brat is more of a vibe than an aesthetic.
@@gabby222themoon cigs and lighter. Don't even bother with more maybe more healhy vaping. The look is also getting close to the dirtier side of heroin chic. The one brand that will love this is Philip Morris
Its normal for teenagers to be still finding their personality though, so this market will always exploit a void to fill. Genuinely speaking, the way advertising exists as way to not to innocently inform people of products but as propaganda designed to shape culture and create desire where there was none is something that should be mandatory school curriculum.
love this whole video, "it feels like we're being sold personalities" is insanely true with so many microtrends being marketed as something unique when a lot of them just a rebrand of past trends
“It feels like we’ve gotten to the point as a society where we can’t decouple our interests from purchasing and that feels very dangerous […] and disingenuous” summarises it perfectly! I couldn’t agree more with you! Such a great video xx Thank you! ✨
Okay but is it actually the people doing this or is it influences and advertising? Bc I think individuals can (and do!) decouple interests and personality from buying things. We don’t need to make broad statements about everyone.
i have definitely felt that way when it comes to music artists. like attending a concert of one of my fave artists - if i'm not wearing merchandise or dressed ' on theme' with that artists aesthetic in some way, i'm made to feel like i'm not as big a fan which is so stupid
The only way I’ll really engage with “brat girl summer” is by blasting brat and Charli and painting my nails brat green lols. Like why do I need to make an album or artists or place my whole identity? I’m multifaceted and have loads of interests and hobbies. I do engage with some trends, but I mostly have found the brands and styles I like the most and stick with those
@@katierobinson it’s just so reductive. And the thing is Charli and her label and team aren’t the ones doing this. It’s consumers and brands who are selling this idea. As you said in your video Charli said a brat summer is a white tank top, no bra, cigarettes and a bic lighter and it’s an attitude
i always thought it was moreso about the idgaf attitude and outright confidence as well as embracing urself in ur messy state - its all ab the attitude, not the look
I've said it before and i'll say it again: aesthetics are so bad for personal style and self! When I was first introduced to them, I was so worried about which interests I'd have to give up and what stuff I should buy to be "one aesthetic." (ex: i LOVE rock but was so into cottagecore). it's just advertising. We are all too cool and multifaceted to be put in one box and that's a good thing-- don't let aesthetics tell you otherwise.
If you love rock & cottagecore, that's getting close to the Laurel Canyon houses of the post-Woodstock folk + heavy-rockers. Lots of images of them to be found.
This is why I love describing my style as "an eclectic immortal"; I get inspired by so many different things that it feels like it was curated by someone who's traveled around for centuries and hung out with all sorts of interesting people, picking up little bits and pieces along the way. Nothing quite goes together but it's all loved and valued in my eyes.
honestly the brat look is exactly what gen Z is wearing currently in Europe (or at least in Scandic countries). Second hand 2000s tops and low waist jeans, sneakers, hand bags, mix n match of styles and lots of 'vibes'. I call it the 'techno' look cuz I usually see them in techno clubs.
yes!! i've been noticing it so much more since filming this video, currently in Spain and I saw so many brat coded outfits today alone (mostly big jorts, graphic tees, general grunge vibes!) maybe charli was just inspired by the current fashion and not the other way round 💀
yes what i came here to say as well. im portuguese and if you’re hanging out with the queer folk, thats probs what you’re gonna see. pretty much rave culture that overlaps with punk
‘barbie summer’ was ALL ABOUT a brand, Mattel, and its related merchandise. brat is an album about charli’s personal experiences, not an over generalized message about what womanhood is supposed to be. brat is not aspirational, it’s not clear-cut, it’s not safe for work. it comes from an artist who has made a living on basement DJ sets and selling songs to other, bigger stars. charli didn’t build her career by constantly collaborating with brands because she isn’t marketable like other pop stars are. she’s unfiltered, she associates with many queer and alternative artists, and she doesn’t dress in up-front brands. ‘brat summer’ rejects the idea that you need a new outfit for the club, that you should throw out tights when they tear a bit, that you’re not well dressed enough for public spaces. it’s new and trendy to wear the stuff in the back of your closet, which is a little funny.
New York Times cooking sent out a Brat inspired recipe inspired newsletter to their subscribers and I kind of loved it!! It was all pea green recipes. It was more of a creative take which on Brat summer hehe
Brands may have a difficult time selling this one because "Brat" doesn't seem to have a succinct enough visual language. Barbie was easy: Pink and/or Barbie logo. A huge part of fashion is instantaneous non verbal communication of who you are (or are trying to be). I predict this trend will be over before people are able to understand or recognise it.
interesting take & i don't disagree that it's gonna be a hard one for brands to market! ofc they could go after the bright green but like I said in the video it's less about colour for this trend & more about vibe 👀
@@katierobinson at least the grungy look is more traditionally autumn/winter, so maybe it can have an extended shelf life instead of going into landfill in August! 😬
i would argue that brat aesthetic or its visual language is a repackaging of indie-sleeze and 2000's rave fashion. but i agree that it isnt explicitly communicated.
This is completely off topic from the topic, but is anyone else uncomfortable with the romanticization of smoking? I personally know a lot of people who have started smoking cigarettes recently (smoking never fully went away ofc, but i’ve noticed a sharp increase). Smoking is NOT a healthy alternative to vaping. In addition, I’ve noticed a lot more cigarette butts thrown on the ground, which does tie into sustainability, not to mention how harmful the tobacco industry is to the environment. On top of that, every criticism you can make of dishonest and harmful advertising from the fashion industry, you can make doubly so for the tobacco industry (if you think fast fashion exploits asian countries, then look into how Phillip Morris International and other companies have treated African companies, including calling cigarettes outside of children’s schools… as recently as the late 2010s). I don’t want to come off as a youth pastor here, but smoking is not good for you. And don’t get me wrong, I think Charlie XCX saying you don’t need to buy new clothes for brat summer is great. But promoting cigarette use is still promoting you going out and regularly buying a very expensive product. Not to mention that cigarettes are incredibly addictive, so someone saying “instead of buying new clothes, go out and buy a habit it will take you an average of seven times to quit and will cost an incredible amount of money” isn’t exactly comforting to me. You are still being advertised to when someone tells you that you need to smoke to fit into a certain aesthetic. I personally don’t see this is any better than the Marlboro Man or Joe Camel, which we now rightly call out as extremely manipulative advertising. I know that no one cares about this and smoking has always been promoted in certain music scenes (Lana Del Ray comes to mind) but… it just seems wrong to me to not point that out on a video on how harmful trends can be, when the creator of the trend is literally telling you that you need to have a lighter and cigarette to fit into it.
sooooooo true, and it bothers me that people never thinks about the enviroment impact of smoking, if u tell them to quit smoking they will probably say: " i do not care if i die" BROOOO well I DO want to live and our planet to be healthy as well the fuck
I’m not the target audience for any of this and I’m not sure if it’s because I’m slightly older (30) and have been inundated with this type of marketing since the late 90s/ early 2010s, but as a casual observer it’s been really jarring to see what passes for marketing nowadays in comparison to when I was younger. In the past at least companies would try keep a lower profile and/or capitalize on preexisting cultural movements that were created organically/over a long period of time. Now, companies are trying desperately to create and manufacture cultural movements overnight that fade just as quickly. In so many words: they keep trying to make fetch happen and it’s so blatantly inauthentic that it’s giving me secondhand embarrassment 😂
really like how well you've put this! instead of brands joining in on trends once they're big, they're trying to manufacture them themselves & convince us they're bigger than they are so we buy in 🥴 & actually Charli XCX is 31 so you're the right demographic if u want to be!!
I like the brat graphic generator but buying a whole new wardrobe is not brat summer behavior and I’m starting to get annoyed at brands co-opting artists creativity and fame instead of hiring smart marketers that develop their own voice.
it’s also interesting bc the whole philosophy/mentality of that album was about unapologetically owning yourself and who you are, and now the trend of being a brat girl doesn’t really translate anymore if we’re all buying and being sold the brat girl uniform, it juxtaposes the original point of brat in the first place
This was such an interesting video! Zara changing their logos color to green actually made me laugh out loud because you’re so right the most random brands will do absolutely anything to be relevant even if they can’t actively sell things to participate in the trend. I’m also curious if fast fashion will create looks based on clothes Charli wears or clothing typically seen in clubs or if they will continue to lean in to the clean/luxery style that has been popular. I guess we’ll find out in a month or so when the new items hit the stores 🙄
the one brat summer (winter here xx) purchase i allowed myself was a pencil eyeliner bc it’s the only thing u need and i didn’t have one. it should be a mindset, not a shopping list. loved the video
“brat girl aesthetic” so indie sleaze?, “brat vomit lime green” so neon green? you guys are rotting your brains trying to come up with new names for things you think/wish were new just to feel like you’re creating something. nothing’s new anymore. be real and move on.
Everything online is such an ad now that it feels like it all gets filtered out. I don’t buy into trends. I’ve never bought from SHEIN or Cider or Temu, and it was easy to just… not give them my money. I think the demographic most impacted by this is teenaged girls. The ads don’t do the brainwashing as much as social pressure to fit in and be cool does. I think that, the more confident we can be in ourselves, the more discerning we become in purchases. But I think younger women have a lack of role models for what that looks like.
This video is so interesting! I feel like capitalising off of brat summer almost goes against the whole point of being a brat? Like Charli seems to be rejecting the industry & being uniquely herself, so buying into it would almost ruin it idk
I didn't even know this was a thing. It sounds so dumb. I've listened to the album and I've enjoyed it, why would it be necessary to also dress like Charlie xcx and smoke cigarettes for me to enjoy it more? It feels so phony.
Personally, the "brat girl summer" is so appealing because of the pure, unadulterated confidence that surrounds charli. this especially appeals to her younger audience i think. to me, a 16 year old girl, charli xcx is the epitome of "cool" and I'm going to have to watch what I buy this summer because I have to stay aware that what I buy will not transform me into the highly confident, unapologetic person that i aspire to become. brat girl summer is a lifestyle, a vibe, a mindset. Companies cannot sell you personalities, only the idea of one. DO NOT LET THESE COMPANIES SELL YOU A CONCEPT. brat girl summer is about being confident and unapologetic when you take up room or when you make your voice heard. brat girl summer is about rekindling and strengthening your female friendships. you can buy as much stuff as you like, but unfortunately the confidence that brat exudes will not arrive in the mail along with your lime green tank top. don't let companies profit off insecurities and the fact that we do not know ourselves - stay vigilant out there. 💚💚💚
wow. thank you so much for writing this. i know the feeling all too well of ' if i buy this, i will feel more confident or liked by others' when really i am only wanting to buy these items to distract myself from doing that inner work and coming to terms with why i lack that confidence
@@ginack19 it’s a universal feeling unfortunately. however, self awareness is the first step to change and you seem to have mastered that. you got this babes x
exactly, i think a "brat summer" is embracing all parts of yourself and it doesn't involve buying anything. i think buying a bunch of new things is very much against it, it's about being confident with what you have and even if it's the bad parts, it's ok to talk about it. it's the vibe
i hate the fact that every summer needs to be turned into ‘some-aesthetic summer’ like no, i have a personality, why would i completely change it for a whole season?
some parts of it are still great!! brat is bringing together a community of ppl, we just need to not let brands co-opt it and try tell us the bar to entry is through buying something 🫶
Getting rid of clothes because they dont fit your current aesthetic is a skill issue 👎 true fashionistas can style ANYTHING and make it work how they want
Completely agree with your points. I deleted Tiktok a year or two ago and it's been one of the best things for me mentally and financially. Continuously working on just liking what I like and trying to disengage from all the social media chatter. Finished the video and quickly subscribed, loved the way your organized the various chapters of it (and of course the green titlecards!)
i have quite mixed emotions about merch tbh, i feel like as long as it's thoughtful and what they're creating actually makes sense (e.g. not charli putting out, like, a brat green toaster or something) then it's a valid way for creators to make money but so much merch is pointless / fuels overconsumption 👀
@katierobinson fr but I think as long as you don’t buy too much stuff and basically not to buy stuff you wouldn’t use you are not falling into the consumerism trap
honestly a better way imo is making your own merch of your fav artists, like thrift a green t-shirt and then write the logo with fabric marker. That way it’s also a lot more personal and you might cherish it longer (:
@@elsie4802 I’m going to the concert and I want to thrift stuff for my outfit, it’s just that if Charlie released more merch and I found something that I really like I would get it, I just feel like it's more special. But of course, that special feeling just happens because you bought something new that you probably don't need
Clothing, fashion and style can be super fun and I love how people get inspired by pop culture. But this… this is just stupid. When people have the time to put effort in emulating a new aesthetic every couple of months, it feels very frivalous and icky to be honest.
gotta agree... loving a new album and using it to inspire the way you style your clothes is super fun, but making it your whole personality for the next month or so and buying specific pieces for it is unsustainable & disingenuous
Please do one about Taylor Swift next! The amount of vinyls she puts out should be criminal! Also the tour specific outfits, pins, stickers fans buy etc.
would love to do this but i'm not sure i'm strong enough to stand against the swifties 😭 but i do completely agree that merch has gotten wayyyyy out of hand
Taylor Swift is pretty bad with all the vinyls and things, but she is nothing compared to Kpop groups 😭. K-pop groups will have competitions to win things like a video call and to enter you have to buy as many CDs (or other merch item) as possible for a higher chance to win. There are people who buy hundreds of the same item to try to win the competition. It’s soo wasteful
@@stasiatheoI went down a rabbit hole a year or so ago where I bought every version of my favorite groups' albums. When I tell y'all I went into a $2,000~ credit card debt that I'm STILL paying off... It's so scary, and while I love the groups still, I don't think I'll ever be buying an album 😭...
@@x8makes.1teamxdamn I’m sorry to hear that. eBay and discogs helped me sell all the vinyl I didn’t need in my collection anymore. Even ones I was worried would sit for a while sold and I got over $200 back and only took a few months to sell them all. Maybe just keep the variants you truly want and consider selling the others back! Good luck!!
I’m a fan of Charli and honestly one thing I appreciate about her music production and projects is the versatility and variety of sounds she put in them. I don’t need to become every music album I am currently listening to!
Watching this video while wearing a neon vomit orange vintage Kate Spade bag… hahah. I actually love this colour of green a lot. The over consumption riding off artistry is tired, but I fucking love the slimey neon green. I acquired many slimey neon green bags ten years ago when this colour was last peaking and I wore through them all. I miss the green. I hope to seen more green everywhere. I hope people save their money and don’t buy into fake hype. If you like Charli you already listen to her music and dress however you like. Hooray thanks for the video :)
Music and fashion has always crossed over. In the 80s little girls wore rubber bracelets like Madonna. In the 90s people wore plaid shirts like Kurt Cobain. I think there is nothing more "brat girl summer" than dressing in your own iconic style. Great video
Haven’t fashion and music been walking hand in hand for 70 years now. Like how I know metal fans from their aesthetics more often than not. The brat look is already at saturation in Europe - Charlie has captured rather than created a look You’re right about the danger of aligning your sense of self (interests) with purchasing
Came across a beautiful green skirt which I had saved 3 days ago, because I wanted to buy on a pay date. Then suddenly out of nowhere it had sold out on all sizes. Now I know why!
Luxury brands used to if they were not “timeless luxury” BE the trendsetters. But I think they have lost their relevancy when it comes to trendsetting and that’s why miu miu is turning into luxury fast fashion I think.
I think one thing that’s nice about the grunge aesthetic is that it’s based on using what you already have. I think you can put together an outfit that falls under this pretty easily and cheaply because of what grunge came from. I do think (and hope) this will be more of a flop than Barbie because of that. Like… you could easily repurpose your cowboy boots into this aesthetic. A big part of it is looking haphazard and customized to yourself.
I am really sick of people putting themselves in an aesthetic box since tiktok exploded, trends have always been there but they were never like this before. I was in my late teens during the whole grunge tumblr era and while a lot of people dressed alike at the time, nobody was stressed about if their outfit, makeup, hair, hobbies, lifestyle etc was 'soft grunge' enough. We barely even owned that many clothes, and we just styled the same clothes slightly differently through the rest of the 2010s. I remember using the same black velvet crop top for nights out from 2013 until 2019 😂
I hate it that everything now becomes a ''core'' or ''aesthetic''. Cottage core, barbie core, office syren... Can I simply wear blue shirt just because i like it, not because it's sea breeze core?
I feel like overall being sold an aesthetic is making people become almost the same person, prime example being that one neon puke yellow Brazil tank tee. People are loosing personality and personal taste and brands and mass corporations are selling everyone the same personality. I feel like brands are loosing their branding and clothes are becoming very wasted and aren’t being worn more than for a month at a time. Everything has to be an “aesthetic” and a “core” it’s so draining. I feel so disconnected overall from this generation because of the way everyone mass consumes and are slowly becoming devoid of personality or personal preference. Such an important and relevant point. This has been a rising issue for years and TikTok has honestly changed the way everyone has mass consumed. Thank you for making this !
Personal style to a trend recipe: Like what you like, compile it, wear it with confidence, watch other people want to be you just cause you're confident, because you wear what you like.
brat summer started june 1 and the real ones have already put in so many hours of bratiness and raves. All this advertising seems so late. Like we’ve been bumpin that for so long already
hiii i just found your channel and this video was so well made and insightful i subbed immediately!! I can't wait to take a look through your channel to see all the other great vids :))
such a great video, i think the cover of brat being so easy to recreate helps both the consumers in which they can basically make their own merch if they want and the fashion industry in that all you need is a nasty lime green color (and maybe the words brat but idk if that go into some copyright issues)
Me watching these "internet lore" videos cause I basically live under a rock due to my lack of social media cause I find it weird to be in the personal business of everyday people: 👁👄👁☕️
i think with brands completely centering around one aesthetic, it also lessens the scope and versatility of their clothes which just makes it difficult for the people not giving in to the trend. I mean obviously one can definitely thrift them but i dont want to be walking into malls finding only lime green coded clothes when i genuinely dont like it 😭 it just makes things so much monotonous and people who are not even aware of these trends, get sucked into it against their will because honestly they just deplete us of the choice
On the fan fashion note -- I live close to Murrayfield stadium in Edinburgh, and last year our whole neighbourhood was flooded with pink plastic feathers that were falling off from Harry Styles fans feather boas after the show. I bet the show was good and the fans had a really good time and I was happy for them, but I was genuinely so sad and a bit furious that one just couldn't go to a show without buying some microplastic stuff that will end up on a dump... I could see those feathers lying on the streets for a month, because it was too hard to clean up all this mess!
i can imagine this would be frustrating, on one hand let ppl enjoy the music but on the other why should the environment pay for it?? i hope the council eventually cleaned it up!
u r so smart. i love that u have hit the brat girl summer trend with this video without endorsing it. shows us all that we can follow a narrative and be business and marketing smart without telling people to buy things or buying things ourself. u deserve every view for this video, such a smart girl I love it xxxxxx
brat girl summer just seems like a rebranded version of indie sleaze to me. and when that aesthetic was popular you didn't see brands capitalizing off of it
I’ve definitely seen the brands try to capitalise off of the brat girl summer but I feel like they are legit sucking the life out of it …it was just sopposed to be us having fun, being free ,acting out and listening to Charlis new album….trying to literally make it into something it’s not and profiting off of it it’s like there’s no fun in that ….no one knew her album was going to be this big so can we like just ride the wave …I’m so tired man of everything being an ad or promotion like there’s legit no escaping
That's why I'm trying to thrift or buy 90% of my wardrobe from slow fashion companies. High quality materials but new clothes are expensive so you gotta think for a longgg time before purchasing
this video was great, it’s a perfect comment on how frustrating this is. I still love the album though, wish we could just enjoy that. fast fashion and consumerism sucks.
As a middle-aged woman, not on Tic-Toc, I enjoyed this video so much. I had no real understanding of how quickly these trends are changing. When I was young, before the internet, we also had trends, but I guess they lasted longer because it took a whole month to get the next Teen magazine and it was like trying to turn the Titanic. Then again, we were poor, so maybe I just didn’t realize my own ignorance. Either way, what you described in this video feels more like a costume people want to wear than a trend. Now that I'm older, I try to buy pieces I find beautiful. Some may be trendy and most probably aren't. Overall, I am just relieved we aren't all expected to wear those skinny jeans anymore. Bring on the loose fit and wide legs. I have missed looking fashionable and actually being comfortable (don't you dare try to convince me that leggings are more comfy than a wide leg, soft trouser.
I thought brat was a meme all my friends were participating in 😅 i don’t listen to charli xcx and i didn’t even know she released an album, maybe i’ll try to listen to it today
I’ve been a fan of Charli since 2016 and I’m just still not understanding what people are trying to make of this “Brat Summer” trend. Happy for my girl Charli as she’s been through a lot to get to this point career wise… But literally what does it even mean. What does it all mean
I think the biggest issue is that companies hear about a trend like "brat summer" and they also are taking it at face value. Like no thoughts, just what can we do before someone else. Good marketing is thoughtful, creative, and if your brand isn't in the place to provide commentary or products around a new trend - don't! Like just "green and grunge" isn't brat, and you actually risk muddying up your brand identity by chasing trends.
Please reconsider this reflexive dislike of capitalism. The problem is not capitalism, the problem is the very idea of ‘trends’. Who. Cares. What people. Are doing. Liberate yourself of the need to consume and comply. Corporations indulging trends is not the same thing as individuals freely indulging those trends with their wallet.
I mean, brands will try to capitalise on, but it’s us who allow it in the end. If people would have their own personality and style, maybe they wouldn’t need to jump on those microtrends all the time. Like even Charli said it, you already have it in your closet and that is the point. Your own style that makes you feel confident and bad bish is the brat aesthetic. I wish all of us loved ourselves more and were more confident so we don’t feel like we need all this crap.
i love women ! « *makes completely cohesive, clear, stunning arguments and commentary on fashion, policy, and capitalism* “thanks for listening to my ramblings!! 🥰☺️🤭” »
Brat girl summer se trata sobre la irreverencia --> not giving a fuck. No es una marca, ni un estilo de ropa. Es el espíritu de permitirse a uno mismo ser vulnerable y desastroso, y divertirse en el camino. Being all over the place as you may say. Y se que siendo un video en ingles el comentario en español tal vez pase desapercibido pero idgaf. Use google translator if u want. Great vid girl💚🐸
And theres nothing more irreverent and awesome than not consuming all the bullshit they wanna sell u. Real brats are praying for the downfall of capitalism! :)
as a charli fan since her joining the hyperpop scene (~2017) AND as someone who has zero social media, it is amazing to see charli finally getting the spot on but i REALLY hate those aethetic/core personalities people seem to categorize themselbes upon. Like enjoy ghe music and have your own personality wth
Our society is becoming the perfect ideal for consumerism, and 70 percent of that market is women, why? Because women are more impulsive my girlfriend literally buy stuff from ads she sees and I think it’s literally insane, I don’t even think about the ads yet she’s spent 100s via social media ads it’s insane
i definitely have way more stuff than i need, but i’ve been trying to downsize and consume WAY more mindfully lately. the rate at which so much meaningless crap is being produced really scares me, tbh.
when i see those aesthetic videos / shorts i scroll. eventually youtube wont recommend them to me and i wont have to see them anymore. if they are recommended i say im not interested (its like a thing in the 3 dots). the only thing i’ll be doing for the ‘brat summer’ is playing roblox dress to impress x charlie xcx and wearing a digital brat shirt.
i saw someone have like 5 copies of the same brat vinyl (like not even the different versions of it, they all had that neon green cover) and i still wonder why?? would you need that???
ig i had no idea this side of the internet was a thing. i love brat, but never considered buying anything, not even a dvd/vinyl. i never buy merch, etc. so i guess i wasnt aware how much people buy in relation to media (unless its a concert outfit or something). also have never heard of "beyonce summer" hmmm
A couple of months ago, I realized that everytime an aesthetic became trendy I would go shopping. Then I saw it wasn't just me, it's everyone. This feels like wer'e in the plot of a mind control dystopia and thinking about all the waste and child labor fast fashion is responsible of makes me really anxious.
Watching this video is making me really happy because i didnt even know brat girl summer was a thing, which means ive succesfully reduced my social media use to a minimum. Im also comparing this new trend (and the clean girl trend as well) to what ive been buying and wearing lately and realising there isnt much correlation at all which means i havent been tricked by stores in my area, or what people wear, into following this trend, and that makes me really proud of myself. Not to say the trend itself is ugly/bad, not at all! Ive been actually inspired by "tumblr grunge" since 2015 and the brat girl summer seems to have similar aspects so i do like some of the things im seeing here, but ive been already owning for a while now most of the things i see and like, which once again makes me feel proud of myself for not being influenced by the clean girl aesthetic (that i was aware of). And it seems like fashion trends online seem to cycle back to "grungy" every year and a half anyways lol. Im really happy with my clothes and what i wear now, it has made so many aspects of fashion really easy. Shopping is done more quickly as i know what i like, putting outfits together too, finding pieces too since they tend to be "out of style" at times but also the mental load as been taken off. Im no longer in my head thinking about if im giving the correct vibes off, if people are percieving me as this or that aesthetic, how i feel when i see myself, comparing myself to the other people wearing it... etc, now my biggest problem is trying to find a way to make this hawaiian shirt i bought at the thrift fit my shoulder as i didnt try it on first 😂 and figuring out if i like the colors of my outfit together or not, its overall a lot easier and now im so happy with my wardrobe :) Ive spent the past few months building it back up with pieces i now cherish and now i no longer feel the urge to buy buy buy like i used to, cause now i finally feel satisfied!
I musta been mia this summer or maybe it’s because I don’t have TikTok and hardly use Pinterest, but this is my first time hearing of a brat girl summer. I’ve been listening to that album on repeat for my own interest and didn’t know it was taking off THAT much. Most of the people around me hardly know who she is, so I’m like “wow, that album is popular?” But, anyway it’s disappointing that they completely aren’t really listening and understanding the album or even really liking Charli as an artist, they just want a piece of the popularity pie. It’s just another trend to them. They missed the entire point of the album.
GUYS H&M JUST ANNOUNCED A COLLAB WITH CHARLI. IT'S OVER, THIS TAKE IS OFFICIALLY OUTDATED 💀
why aren’t we allowed to just enjoy things anymore. why does everything have to become a brand and an aesthetic? i’m honestly so fed up with constantly being advertised to
exactly!!!!
You and me both sis
Welcome to late stage capitalism. If you think it’s fun now just wait till end stage. The revolution will be live streamed and sold for profit.
Capitalistic greed and everyone financially struggling to obtain basic stability therefore leading them to further feed into that greed. Both being victims and perpetrators of a corrupted system.
But that's just my idea, and it does indeed suck
No offence but this isn’t a new thing AT ALL. Things being called an aesthetic has been around since at least the Victorian times. The only difference is the names didn’t have ‘aesthetic’ at the end of them.
I saw a clip of Charli saying all you really need for a Brat Summer is a pack of cigs, a Bic lighter, and a strappy white top without a bra. Real Brat is more of a vibe than an aesthetic.
yesss!! i included the clip at 05:41 - and spoke about how i think brands are gonna completely ignore her 😭
Not the pack of cigs. Glamorising smoking is stupid
That’s still describing an aesthetic lol
@@livulllmann8527buy the cig don’t light it ?😂 fault in our stars anyone?
@@gabby222themoon cigs and lighter. Don't even bother with more maybe more healhy vaping. The look is also getting close to the dirtier side of heroin chic. The one brand that will love this is Philip Morris
brat girl summer is just two day old eyeliner, tank top without a bra, and loving life as rawly as possible, ups and downs included
been ditching my bra recently & that's the only way i've styled brat 😅
What’s for the bottom though? :/
@@LilacChaser anything?
@@LilacChaserwho tf cares? wear what you like
Once you develop a personality, these trends are easy to not buy into.
having 'personality' or personal style makes it much easier to avoid 5 minute trends
Ooooffff what a diss and honest truth at the same time 👌👌
Its normal for teenagers to be still finding their personality though, so this market will always exploit a void to fill. Genuinely speaking, the way advertising exists as way to not to innocently inform people of products but as propaganda designed to shape culture and create desire where there was none is something that should be mandatory school curriculum.
That part
love this whole video, "it feels like we're being sold personalities" is insanely true with so many microtrends being marketed as something unique when a lot of them just a rebrand of past trends
honestly!! i think using trends to discover what you like is one thing, but making it your whole personality is so dangerous 🥴
“It feels like we’ve gotten to the point as a society where we can’t decouple our interests from purchasing and that feels very dangerous […] and disingenuous” summarises it perfectly! I couldn’t agree more with you! Such a great video xx Thank you! ✨
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Okay but is it actually the people doing this or is it influences and advertising? Bc I think individuals can (and do!) decouple interests and personality from buying things. We don’t need to make broad statements about everyone.
i have definitely felt that way when it comes to music artists. like attending a concert of one of my fave artists - if i'm not wearing merchandise or dressed ' on theme' with that artists aesthetic in some way, i'm made to feel like i'm not as big a fan which is so stupid
The only way I’ll really engage with “brat girl summer” is by blasting brat and Charli and painting my nails brat green lols. Like why do I need to make an album or artists or place my whole identity? I’m multifaceted and have loads of interests and hobbies. I do engage with some trends, but I mostly have found the brands and styles I like the most and stick with those
exactly!!! i hate the idea that we need to flatten our personalities into whatever core / aesthetic is trending 🥲
@@katierobinson it’s just so reductive. And the thing is Charli and her label and team aren’t the ones doing this. It’s consumers and brands who are selling this idea. As you said in your video Charli said a brat summer is a white tank top, no bra, cigarettes and a bic lighter and it’s an attitude
Charli doesn’t even have any merch out yet for brat
i always thought it was moreso about the idgaf attitude and outright confidence as well as embracing urself in ur messy state - its all ab the attitude, not the look
the green has literally nothing to do with it. it's just the album cover. none of her mv's or outfits have the green???
I've said it before and i'll say it again: aesthetics are so bad for personal style and self! When I was first introduced to them, I was so worried about which interests I'd have to give up and what stuff I should buy to be "one aesthetic." (ex: i LOVE rock but was so into cottagecore). it's just advertising. We are all too cool and multifaceted to be put in one box and that's a good thing-- don't let aesthetics tell you otherwise.
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If you love rock & cottagecore, that's getting close to the Laurel Canyon houses of the post-Woodstock folk + heavy-rockers. Lots of images of them to be found.
This is why I love describing my style as "an eclectic immortal"; I get inspired by so many different things that it feels like it was curated by someone who's traveled around for centuries and hung out with all sorts of interesting people, picking up little bits and pieces along the way. Nothing quite goes together but it's all loved and valued in my eyes.
honestly the brat look is exactly what gen Z is wearing currently in Europe (or at least in Scandic countries). Second hand 2000s tops and low waist jeans, sneakers, hand bags, mix n match of styles and lots of 'vibes'. I call it the 'techno' look cuz I usually see them in techno clubs.
yes!! i've been noticing it so much more since filming this video, currently in Spain and I saw so many brat coded outfits today alone (mostly big jorts, graphic tees, general grunge vibes!) maybe charli was just inspired by the current fashion and not the other way round 💀
yes what i came here to say as well. im portuguese and if you’re hanging out with the queer folk, thats probs what you’re gonna see. pretty much rave culture that overlaps with punk
makes sense since charli is all about the club and i feel like clubbing is more alive in europe
Basically 🥱
That style is so coolll
‘barbie summer’ was ALL ABOUT a brand, Mattel, and its related merchandise. brat is an album about charli’s personal experiences, not an over generalized message about what womanhood is supposed to be.
brat is not aspirational, it’s not clear-cut, it’s not safe for work. it comes from an artist who has made a living on basement DJ sets and selling songs to other, bigger stars. charli didn’t build her career by constantly collaborating with brands because she isn’t marketable like other pop stars are. she’s unfiltered, she associates with many queer and alternative artists, and she doesn’t dress in up-front brands.
‘brat summer’ rejects the idea that you need a new outfit for the club, that you should throw out tights when they tear a bit, that you’re not well dressed enough for public spaces. it’s new and trendy to wear the stuff in the back of your closet, which is a little funny.
!! agreed
I mean, she did a key bump in middle of her Boiler Room set very obviously on camera. If that ain’t brat, idk what is 😂
New York Times cooking sent out a Brat inspired recipe inspired newsletter to their subscribers and I kind of loved it!! It was all pea green recipes. It was more of a creative take which on Brat summer hehe
this is actually so wholesome, wish every company understood that ppl crave creativity & community over newness!!
brat summer for me- is simply listening to brat 😊
literally this is all that's needed
@@katierobinson yepppp
Brands may have a difficult time selling this one because "Brat" doesn't seem to have a succinct enough visual language. Barbie was easy: Pink and/or Barbie logo. A huge part of fashion is instantaneous non verbal communication of who you are (or are trying to be). I predict this trend will be over before people are able to understand or recognise it.
interesting take & i don't disagree that it's gonna be a hard one for brands to market! ofc they could go after the bright green but like I said in the video it's less about colour for this trend & more about vibe 👀
@@katierobinson at least the grungy look is more traditionally autumn/winter, so maybe it can have an extended shelf life instead of going into landfill in August! 😬
i would argue that brat aesthetic or its visual language is a repackaging of indie-sleeze and 2000's rave fashion. but i agree that it isnt explicitly communicated.
I was thinking the exact same thing lol @@Silica-black
@@Silica-black interesting! I can see that too now
Growing up extremely poor taught me how little trends matter especially when one cannot afford to participate in any
period, thats a strength in itself to view it that way, dont change!!
You’re so right! Also, Growing up with no money makes you develop a sense of style and creativity instead of following fast fashion trends tbh.
So over trends. I'm just sticking with what has always worked for me. In a few years I'll be right in style again.
perfect mindset 😭
This is completely off topic from the topic, but is anyone else uncomfortable with the romanticization of smoking? I personally know a lot of people who have started smoking cigarettes recently (smoking never fully went away ofc, but i’ve noticed a sharp increase). Smoking is NOT a healthy alternative to vaping. In addition, I’ve noticed a lot more cigarette butts thrown on the ground, which does tie into sustainability, not to mention how harmful the tobacco industry is to the environment. On top of that, every criticism you can make of dishonest and harmful advertising from the fashion industry, you can make doubly so for the tobacco industry (if you think fast fashion exploits asian countries, then look into how Phillip Morris International and other companies have treated African companies, including calling cigarettes outside of children’s schools… as recently as the late 2010s). I don’t want to come off as a youth pastor here, but smoking is not good for you. And don’t get me wrong, I think Charlie XCX saying you don’t need to buy new clothes for brat summer is great. But promoting cigarette use is still promoting you going out and regularly buying a very expensive product. Not to mention that cigarettes are incredibly addictive, so someone saying “instead of buying new clothes, go out and buy a habit it will take you an average of seven times to quit and will cost an incredible amount of money” isn’t exactly comforting to me. You are still being advertised to when someone tells you that you need to smoke to fit into a certain aesthetic. I personally don’t see this is any better than the Marlboro Man or Joe Camel, which we now rightly call out as extremely manipulative advertising.
I know that no one cares about this and smoking has always been promoted in certain music scenes (Lana Del Ray comes to mind) but… it just seems wrong to me to not point that out on a video on how harmful trends can be, when the creator of the trend is literally telling you that you need to have a lighter and cigarette to fit into it.
completely agree we shouldn't be glamourising / advertising smoking!!!
Hard agree
sooooooo true, and it bothers me that people never thinks about the enviroment impact of smoking, if u tell them to quit smoking they will probably say: " i do not care if i die" BROOOO well I DO want to live and our planet to be healthy as well the fuck
I’m not the target audience for any of this and I’m not sure if it’s because I’m slightly older (30) and have been inundated with this type of marketing since the late 90s/ early 2010s, but as a casual observer it’s been really jarring to see what passes for marketing nowadays in comparison to when I was younger. In the past at least companies would try keep a lower profile and/or capitalize on preexisting cultural movements that were created organically/over a long period of time. Now, companies are trying desperately to create and manufacture cultural movements overnight that fade just as quickly.
In so many words: they keep trying to make fetch happen and it’s so blatantly inauthentic that it’s giving me secondhand embarrassment 😂
really like how well you've put this! instead of brands joining in on trends once they're big, they're trying to manufacture them themselves & convince us they're bigger than they are so we buy in 🥴
& actually Charli XCX is 31 so you're the right demographic if u want to be!!
Idk what brat summer is but the comparison to Barbie made it seem we were going to get a Bratz movie next 😅
haha i wouldn't put it past hollywood 😭
I like the brat graphic generator but buying a whole new wardrobe is not brat summer behavior and I’m starting to get annoyed at brands co-opting artists creativity and fame instead of hiring smart marketers that develop their own voice.
literally, this
So fucking true, brands keep trying to ride the wave of other artists and I’m over it too
it’s also interesting bc the whole philosophy/mentality of that album was about unapologetically owning yourself and who you are, and now the trend of being a brat girl doesn’t really translate anymore if we’re all buying and being sold the brat girl uniform, it juxtaposes the original point of brat in the first place
This was such an interesting video! Zara changing their logos color to green actually made me laugh out loud because you’re so right the most random brands will do absolutely anything to be relevant even if they can’t actively sell things to participate in the trend. I’m also curious if fast fashion will create looks based on clothes Charli wears or clothing typically seen in clubs or if they will continue to lean in to the clean/luxery style that has been popular. I guess we’ll find out in a month or so when the new items hit the stores 🙄
it's like let's do the bare minimum, quickest thing to convince ppl we're part of a trend 💀
the one brat summer (winter here xx) purchase i allowed myself was a pencil eyeliner bc it’s the only thing u need and i didn’t have one. it should be a mindset, not a shopping list. loved the video
eyeliner is an essential anyway so ur definitely good 😅🫶
“brat girl aesthetic” so indie sleaze?, “brat vomit lime green” so neon green? you guys are rotting your brains trying to come up with new names for things you think/wish were new just to feel like you’re creating something. nothing’s new anymore. be real and move on.
You're so real for that but no one is ready for this conversation
hahaha agreed, we all want to think we've reinvented the wheel but the whole aesthetic definitely isn't groundbreaking
Everything online is such an ad now that it feels like it all gets filtered out. I don’t buy into trends. I’ve never bought from SHEIN or Cider or Temu, and it was easy to just… not give them my money.
I think the demographic most impacted by this is teenaged girls. The ads don’t do the brainwashing as much as social pressure to fit in and be cool does. I think that, the more confident we can be in ourselves, the more discerning we become in purchases. But I think younger women have a lack of role models for what that looks like.
agreed!!! we need to protect teenage girls from big fashion 🥴
This video is so interesting! I feel like capitalising off of brat summer almost goes against the whole point of being a brat? Like Charli seems to be rejecting the industry & being uniquely herself, so buying into it would almost ruin it idk
exactly my thoughts, you can't buy your way into individuality & style
I didn't even know this was a thing. It sounds so dumb. I've listened to the album and I've enjoyed it, why would it be necessary to also dress like Charlie xcx and smoke cigarettes for me to enjoy it more? It feels so phony.
exactly, we don't need to shop our interests to validate them!
Personally, the "brat girl summer" is so appealing because of the pure, unadulterated confidence that surrounds charli. this especially appeals to her younger audience i think. to me, a 16 year old girl, charli xcx is the epitome of "cool" and I'm going to have to watch what I buy this summer because I have to stay aware that what I buy will not transform me into the highly confident, unapologetic person that i aspire to become.
brat girl summer is a lifestyle, a vibe, a mindset. Companies cannot sell you personalities, only the idea of one. DO NOT LET THESE COMPANIES SELL YOU A CONCEPT.
brat girl summer is about being confident and unapologetic when you take up room or when you make your voice heard. brat girl summer is about rekindling and strengthening your female friendships. you can buy as much stuff as you like, but unfortunately the confidence that brat exudes will not arrive in the mail along with your lime green tank top. don't let companies profit off insecurities and the fact that we do not know ourselves - stay vigilant out there.
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this is so perfect!! 💚
wow. thank you so much for writing this. i know the feeling all too well of ' if i buy this, i will feel more confident or liked by others' when really i am only wanting to buy these items to distract myself from doing that inner work and coming to terms with why i lack that confidence
@@ginack19 it’s a universal feeling unfortunately. however, self awareness is the first step to change and you seem to have mastered that. you got this babes x
exactly, i think a "brat summer" is embracing all parts of yourself and it doesn't involve buying anything. i think buying a bunch of new things is very much against it, it's about being confident with what you have and even if it's the bad parts, it's ok to talk about it. it's the vibe
W comment
i hate the fact that every summer needs to be turned into ‘some-aesthetic summer’ like no, i have a personality, why would i completely change it for a whole season?
Social media and different apps has ruined the world in many ways 😢
some parts of it are still great!! brat is bringing together a community of ppl, we just need to not let brands co-opt it and try tell us the bar to entry is through buying something 🫶
It’s just very Kesha, versatile pieces that can be rotated a lot, fun and messy. YOU SO NOT NEED NEW STUFF TO BE BRAT
Getting rid of clothes because they dont fit your current aesthetic is a skill issue 👎 true fashionistas can style ANYTHING and make it work how they want
@@jenniferch3ck !!!!
Completely agree with your points. I deleted Tiktok a year or two ago and it's been one of the best things for me mentally and financially. Continuously working on just liking what I like and trying to disengage from all the social media chatter. Finished the video and quickly subscribed, loved the way your organized the various chapters of it (and of course the green titlecards!)
ah im so happy you liked the vid & put in healthy boundaries with social media!! thanks for watching & subscribing 🫶
"brat summer" was just me on a friday night back in my uni days 😂
I want charli to release official brat merch so bad, it's (a little bit) more ethic and it's supporting her
i have quite mixed emotions about merch tbh, i feel like as long as it's thoughtful and what they're creating actually makes sense (e.g. not charli putting out, like, a brat green toaster or something) then it's a valid way for creators to make money but so much merch is pointless / fuels overconsumption 👀
@katierobinson fr but I think as long as you don’t buy too much stuff and basically not to buy stuff you wouldn’t use you are not falling into the consumerism trap
honestly a better way imo is making your own merch of your fav artists, like thrift a green t-shirt and then write the logo with fabric marker. That way it’s also a lot more personal and you might cherish it longer (:
@@elsie4802 I’m going to the concert and I want to thrift stuff for my outfit, it’s just that if Charlie released more merch and I found something that I really like I would get it, I just feel like it's more special. But of course, that special feeling just happens because you bought something new that you probably don't need
Clothing, fashion and style can be super fun and I love how people get inspired by pop culture. But this… this is just stupid. When people have the time to put effort in emulating a new aesthetic every couple of months, it feels very frivalous and icky to be honest.
gotta agree... loving a new album and using it to inspire the way you style your clothes is super fun, but making it your whole personality for the next month or so and buying specific pieces for it is unsustainable & disingenuous
Please do one about Taylor Swift next! The amount of vinyls she puts out should be criminal! Also the tour specific outfits, pins, stickers fans buy etc.
would love to do this but i'm not sure i'm strong enough to stand against the swifties 😭 but i do completely agree that merch has gotten wayyyyy out of hand
Taylor Swift is pretty bad with all the vinyls and things, but she is nothing compared to Kpop groups 😭. K-pop groups will have competitions to win things like a video call and to enter you have to buy as many CDs (or other merch item) as possible for a higher chance to win. There are people who buy hundreds of the same item to try to win the competition. It’s soo wasteful
@@stasiatheoI went down a rabbit hole a year or so ago where I bought every version of my favorite groups' albums. When I tell y'all I went into a $2,000~ credit card debt that I'm STILL paying off... It's so scary, and while I love the groups still, I don't think I'll ever be buying an album 😭...
@@x8makes.1teamxdamn I’m sorry to hear that. eBay and discogs helped me sell all the vinyl I didn’t need in my collection anymore. Even ones I was worried would sit for a while sold and I got over $200 back and only took a few months to sell them all. Maybe just keep the variants you truly want and consider selling the others back! Good luck!!
I’m a fan of Charli and honestly one thing I appreciate about her music production and projects is the versatility and variety of sounds she put in them. I don’t need to become every music album I am currently listening to!
Watching this video while wearing a neon vomit orange vintage Kate Spade bag… hahah. I actually love this colour of green a lot. The over consumption riding off artistry is tired, but I fucking love the slimey neon green. I acquired many slimey neon green bags ten years ago when this colour was last peaking and I wore through them all. I miss the green. I hope to seen more green everywhere. I hope people save their money and don’t buy into fake hype. If you like Charli you already listen to her music and dress however you like. Hooray thanks for the video :)
haha love this for you, it's probably gonna be an amazing summer for you to find slime green pieces for your forever wardrobe 😅
Music and fashion has always crossed over.
In the 80s little girls wore rubber bracelets like Madonna.
In the 90s people wore plaid shirts like Kurt Cobain.
I think there is nothing more "brat girl summer" than dressing in your own iconic style.
Great video
Haven’t fashion and music been walking hand in hand for 70 years now. Like how I know metal fans from their aesthetics more often than not.
The brat look is already at saturation in Europe - Charlie has captured rather than created a look
You’re right about the danger of aligning your sense of self (interests) with purchasing
to me a brat summer is a mindset; being empowered and wearing what you want but not over consuming.
Came across a beautiful green skirt which I had saved 3 days ago, because I wanted to buy on a pay date. Then suddenly out of nowhere it had sold out on all sizes. Now I know why!
crying for u but this is lowkey hilarious 😭
Luxury brands used to if they were not “timeless luxury” BE the trendsetters. But I think they have lost their relevancy when it comes to trendsetting and that’s why miu miu is turning into luxury fast fashion I think.
agreed, tiktok has changed the game when it comes to consumers setting trends instead of brands & luxury has been left completely behind
I think one thing that’s nice about the grunge aesthetic is that it’s based on using what you already have. I think you can put together an outfit that falls under this pretty easily and cheaply because of what grunge came from. I do think (and hope) this will be more of a flop than Barbie because of that. Like… you could easily repurpose your cowboy boots into this aesthetic. A big part of it is looking haphazard and customized to yourself.
yes!!! literally an inherently sustainable trend if we let it stay like that
I am really sick of people putting themselves in an aesthetic box since tiktok exploded, trends have always been there but they were never like this before. I was in my late teens during the whole grunge tumblr era and while a lot of people dressed alike at the time, nobody was stressed about if their outfit, makeup, hair, hobbies, lifestyle etc was 'soft grunge' enough. We barely even owned that many clothes, and we just styled the same clothes slightly differently through the rest of the 2010s. I remember using the same black velvet crop top for nights out from 2013 until 2019 😂
urgh i needed this :/ idgaf about brat but i do always feel like i have to display my interests through my clothes
I hate it that everything now becomes a ''core'' or ''aesthetic''. Cottage core, barbie core, office syren... Can I simply wear blue shirt just because i like it, not because it's sea breeze core?
I feel like overall being sold an aesthetic is making people become almost the same person, prime example being that one neon puke yellow Brazil tank tee. People are loosing personality and personal taste and brands and mass corporations are selling everyone the same personality.
I feel like brands are loosing their branding and clothes are becoming very wasted and aren’t being worn more than for a month at a time.
Everything has to be an “aesthetic” and a “core” it’s so draining.
I feel so disconnected overall from this generation because of the way everyone mass consumes and are slowly becoming devoid of personality or personal preference.
Such an important and relevant point. This has been a rising issue for years and TikTok has honestly changed the way everyone has mass consumed. Thank you for making this !
Personal style to a trend recipe: Like what you like, compile it, wear it with confidence, watch other people want to be you just cause you're confident, because you wear what you like.
brat summer started june 1 and the real ones have already put in so many hours of bratiness and raves. All this advertising seems so late. Like we’ve been bumpin that for so long already
brat summer for me is the album, charli, and my glorious profile picture
lol I got a SHEIN commercial before this video.
Fashion in general has ruined consumption and production in some levels, nature for sure
😭 true
Hiii👋🏻 Fan from Spain here, hope you have a great time while you're here!
gracias!! doing my best to pick up the language 😅🫶
hiii i just found your channel and this video was so well made and insightful i subbed immediately!! I can't wait to take a look through your channel to see all the other great vids :))
such a great video, i think the cover of brat being so easy to recreate helps both the consumers in which they can basically make their own merch if they want and the fashion industry in that all you need is a nasty lime green color (and maybe the words brat but idk if that go into some copyright issues)
Am I the only one who thinks that the BRAT green is just... Apple Green? Like a fresh green apple? Who tf ever vomited in such a green color?
Fantastic insights, thank you for sharing!
I don't know, these t-shirt and grungy look in general were already popular
definitely! but brat is a great way to repackage that & sell us more things we don't need 🥴
Me watching these "internet lore" videos cause I basically live under a rock due to my lack of social media cause I find it weird to be in the personal business of everyday people:
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this is normally so me 😅
I loved this video, subscribed! I think you got the essence of brat perfectly
i think with brands completely centering around one aesthetic, it also lessens the scope and versatility of their clothes which just makes it difficult for the people not giving in to the trend. I mean obviously one can definitely thrift them but i dont want to be walking into malls finding only lime green coded clothes when i genuinely dont like it 😭 it just makes things so much monotonous and people who are not even aware of these trends, get sucked into it against their will because honestly they just deplete us of the choice
agreed!
Yes!! I had to delete Tik Tok because it just got too much. I just got so tired of my fav things being the face of overconsumption :(
Great video, I’m happy you talked about this!
as a person who genuinely loved the album, i can proudly state: i the trend.
You what the trend 🥲
On the fan fashion note -- I live close to Murrayfield stadium in Edinburgh, and last year our whole neighbourhood was flooded with pink plastic feathers that were falling off from Harry Styles fans feather boas after the show. I bet the show was good and the fans had a really good time and I was happy for them, but I was genuinely so sad and a bit furious that one just couldn't go to a show without buying some microplastic stuff that will end up on a dump... I could see those feathers lying on the streets for a month, because it was too hard to clean up all this mess!
i can imagine this would be frustrating, on one hand let ppl enjoy the music but on the other why should the environment pay for it?? i hope the council eventually cleaned it up!
u r so smart. i love that u have hit the brat girl summer trend with this video without endorsing it. shows us all that we can follow a narrative and be business and marketing smart without telling people to buy things or buying things ourself. u deserve every view for this video, such a smart girl I love it xxxxxx
thanks girl, i love your videos too! 🫶
Great video, Katie!
brat girl summer just seems like a rebranded version of indie sleaze to me. and when that aesthetic was popular you didn't see brands capitalizing off of it
love this video, just made me subscribe💕💕
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I’ve definitely seen the brands try to capitalise off of the brat girl summer but I feel like they are legit sucking the life out of it …it was just sopposed to be us having fun, being free ,acting out and listening to Charlis new album….trying to literally make it into something it’s not and profiting off of it it’s like there’s no fun in that ….no one knew her album was going to be this big so can we like just ride the wave …I’m so tired man of everything being an ad or promotion like there’s legit no escaping
charli xcx is playing with normies i dont even like her but this is all so funny
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Getting an ad for brat on this video is so
@@maiu1922 lmao the album or a brand selling something brat-related?
That's why I'm trying to thrift or buy 90% of my wardrobe from slow fashion companies. High quality materials but new clothes are expensive so you gotta think for a longgg time before purchasing
this video was great, it’s a perfect comment on how frustrating this is. I still love the album though, wish we could just enjoy that. fast fashion and consumerism sucks.
As a middle-aged woman, not on Tic-Toc, I enjoyed this video so much. I had no real understanding of how quickly these trends are changing. When I was young, before the internet, we also had trends, but I guess they lasted longer because it took a whole month to get the next Teen magazine and it was like trying to turn the Titanic. Then again, we were poor, so maybe I just didn’t realize my own ignorance. Either way, what you described in this video feels more like a costume people want to wear than a trend. Now that I'm older, I try to buy pieces I find beautiful. Some may be trendy and most probably aren't. Overall, I am just relieved we aren't all expected to wear those skinny jeans anymore. Bring on the loose fit and wide legs. I have missed looking fashionable and actually being comfortable (don't you dare try to convince me that leggings are more comfy than a wide leg, soft trouser.
really glad I found your channel. really interesting stuff :)
I thought brat was a meme all my friends were participating in 😅 i don’t listen to charli xcx and i didn’t even know she released an album, maybe i’ll try to listen to it today
I’ve been a fan of Charli since 2016 and I’m just still not understanding what people are trying to make of this “Brat Summer” trend. Happy for my girl Charli as she’s been through a lot to get to this point career wise… But literally what does it even mean. What does it all mean
I think the biggest issue is that companies hear about a trend like "brat summer" and they also are taking it at face value. Like no thoughts, just what can we do before someone else. Good marketing is thoughtful, creative, and if your brand isn't in the place to provide commentary or products around a new trend - don't! Like just "green and grunge" isn't brat, and you actually risk muddying up your brand identity by chasing trends.
Please reconsider this reflexive dislike of capitalism. The problem is not capitalism, the problem is the very idea of ‘trends’.
Who.
Cares.
What people.
Are doing.
Liberate yourself of the need to consume and comply. Corporations indulging trends is not the same thing as individuals freely indulging those trends with their wallet.
Well said, thanks for a great video!
I mean, brands will try to capitalise on, but it’s us who allow it in the end. If people would have their own personality and style, maybe they wouldn’t need to jump on those microtrends all the time. Like even Charli said it, you already have it in your closet and that is the point. Your own style that makes you feel confident and bad bish is the brat aesthetic. I wish all of us loved ourselves more and were more confident so we don’t feel like we need all this crap.
THIS VID IS FIRE 🔥🔥🔥
i love women ! « *makes completely cohesive, clear, stunning arguments and commentary on fashion, policy, and capitalism* “thanks for listening to my ramblings!! 🥰☺️🤭” »
Brat girl summer se trata sobre la irreverencia --> not giving a fuck. No es una marca, ni un estilo de ropa. Es el espíritu de permitirse a uno mismo ser vulnerable y desastroso, y divertirse en el camino. Being all over the place as you may say.
Y se que siendo un video en ingles el comentario en español tal vez pase desapercibido pero idgaf. Use google translator if u want. Great vid girl💚🐸
And theres nothing more irreverent and awesome than not consuming all the bullshit they wanna sell u. Real brats are praying for the downfall of capitalism! :)
as a charli fan since her joining the hyperpop scene (~2017) AND as someone who has zero social media, it is amazing to see charli finally getting the spot on but i REALLY hate those aethetic/core personalities people seem to categorize themselbes upon. Like enjoy ghe music and have your own personality wth
Our society is becoming the perfect ideal for consumerism, and 70 percent of that market is women, why? Because women are more impulsive my girlfriend literally buy stuff from ads she sees and I think it’s literally insane, I don’t even think about the ads yet she’s spent 100s via social media ads it’s insane
i definitely have way more stuff than i need, but i’ve been trying to downsize and consume WAY more mindfully lately. the rate at which so much meaningless crap is being produced really scares me, tbh.
when i see those aesthetic videos / shorts i scroll. eventually youtube wont recommend them to me and i wont have to see them anymore. if they are recommended i say im not interested (its like a thing in the 3 dots). the only thing i’ll be doing for the ‘brat summer’ is playing roblox dress to impress x charlie xcx and wearing a digital brat shirt.
this is so fried literally go outside and no one cares about brat we have to stop living online
not hate
i saw someone have like 5 copies of the same brat vinyl (like not even the different versions of it, they all had that neon green cover) and i still wonder why?? would you need that???
why on earth would they need 5???
Wear what you have as long as you want till it falls apart? Turns out I'm a brat girl 😮
haha the bar is so low & yet brands still want to convince us we need to jump through hoops
As an American inma be honest I've seen zero obsession for us over here. Like it's a fast moving trend that's it from what I can see in my opinion
ig i had no idea this side of the internet was a thing. i love brat, but never considered buying anything, not even a dvd/vinyl. i never buy merch, etc. so i guess i wasnt aware how much people buy in relation to media (unless its a concert outfit or something). also have never heard of "beyonce summer" hmmm
A couple of months ago, I realized that everytime an aesthetic became trendy I would go shopping. Then I saw it wasn't just me, it's everyone. This feels like wer'e in the plot of a mind control dystopia and thinking about all the waste and child labor fast fashion is responsible of makes me really anxious.
i shoplifted a pair of brat green sunnies, slide, and oversized tee then found a brat free tank with a frog on it from goodwill
Watching this video is making me really happy because i didnt even know brat girl summer was a thing, which means ive succesfully reduced my social media use to a minimum. Im also comparing this new trend (and the clean girl trend as well) to what ive been buying and wearing lately and realising there isnt much correlation at all which means i havent been tricked by stores in my area, or what people wear, into following this trend, and that makes me really proud of myself.
Not to say the trend itself is ugly/bad, not at all! Ive been actually inspired by "tumblr grunge" since 2015 and the brat girl summer seems to have similar aspects so i do like some of the things im seeing here, but ive been already owning for a while now most of the things i see and like, which once again makes me feel proud of myself for not being influenced by the clean girl aesthetic (that i was aware of). And it seems like fashion trends online seem to cycle back to "grungy" every year and a half anyways lol.
Im really happy with my clothes and what i wear now, it has made so many aspects of fashion really easy. Shopping is done more quickly as i know what i like, putting outfits together too, finding pieces too since they tend to be "out of style" at times but also the mental load as been taken off. Im no longer in my head thinking about if im giving the correct vibes off, if people are percieving me as this or that aesthetic, how i feel when i see myself, comparing myself to the other people wearing it... etc, now my biggest problem is trying to find a way to make this hawaiian shirt i bought at the thrift fit my shoulder as i didnt try it on first 😂 and figuring out if i like the colors of my outfit together or not, its overall a lot easier and now im so happy with my wardrobe :)
Ive spent the past few months building it back up with pieces i now cherish and now i no longer feel the urge to buy buy buy like i used to, cause now i finally feel satisfied!
I musta been mia this summer or maybe it’s because I don’t have TikTok and hardly use Pinterest, but this is my first time hearing of a brat girl summer. I’ve been listening to that album on repeat for my own interest and didn’t know it was taking off THAT much. Most of the people around me hardly know who she is, so I’m like “wow, that album is popular?” But, anyway it’s disappointing that they completely aren’t really listening and understanding the album or even really liking Charli as an artist, they just want a piece of the popularity pie. It’s just another trend to them. They missed the entire point of the album.