Summer is the season when pop culture moments, often hilarious and sometimes cringeworthy, truly flourish. Perhaps it’s the influx of students on break with time on their hands, or maybe it’s the warm weather that sparks creativity and energises people after the long winter months. Whatever the reason, summer is when people are looking for something to connect with. We all want to be seen, noticed, and heard. We want to show off the summer bodies we’ve been working on all year, parade the vacation outfits we snagged in pre-season sales, and enjoy after-work drinks in the sun instead of jumping straight onto a sticky, stuffy tube home. We want to be outside, and more importantly, we want to be outside with others.

Summer is meant to be enjoyed. If you’re not taking advantage of it, you’re doing yourself an injustice. The memories created during these months are likely to sustain us through the colder, darker times ahead. This season is when community shines brighter than ever, trends are born and followed, and viral songs, movies, and even smoothies become hits in what seems like the blink of an eye.

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All this is to say that summer is the time of year where cultural moments are not just possible—they’re inevitable. This year, that moment has a name: “Brat Summer,” courtesy of Charli XCX. Following in the footsteps of Megan Thee Stallion’s iconic “Hot Girl Summer” and last year’s Barbiecore craze, “Brat Summer” is the latest cultural movement to dominate the season.

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The movement’s roots are both organic and meticulously crafted. The word “brat” has become a staple in office banter and social media threads, especially since it was associated with Kamala Harris’s presidential campaign. What began as an album by Charli XCX has grown into something much larger—a fully-fledged cultural phenomenon. “Brat Summer” captures the essence of summer with its raw, unfiltered vibe, offering a space for people to embrace their imperfections and express themselves freely.

The aesthetic of “Brat Summer” is unmistakable: cigarettes, braless white tank tops, Arial fonts, and that eye-catching neon-lime green. It’s about being a little messy, a little rebellious, and completely unapologetic—perfectly capturing the carefree spirit of summer. Charli XCX described it best herself, calling it the vibe of a “girl who is a little messy and likes to party and maybe says some dumb things sometimes.” This honest and unfiltered approach resonates deeply in a world where so much of our lives are presented through the polished lens of social media.

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The impact of “Brat Summer” can be seen in the numbers. Since the album’s release in June, it has generated $22.5 million in media impact value (MIV), according to Launchmetrics, which tracks brand or individual mentions across social media and press. In the UK, searches for “Brat Summer” reached an all-time high last week, while the term “brat” has been trending on Urban Dictionary. Global shopping platform Lyst also reported a 17 per cent surge in searches for items in “slime green,” a colour now synonymous with the movement. These figures underscore the widespread cultural penetration of the trend, reflecting its appeal across different demographics and platforms.

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“Brat Summer” is not just a fleeting trend; it’s a movement with staying power. At the recent Glastonbury Festival, Charli XCX’s performance became a highlight, with fans turning out in droves, decked out in Brat green. The cultural reach of “Brat Summer” extends beyond music and fashion, infiltrating politics and activism as well. The UK’s Green Party cleverly adapted the Brat aesthetic for their campaign materials, hoping to engage younger voters in the run-up to the general election.

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Brands and retailers have been quick to jump on the trend, recognising its potential to drive engagement and sales. UK luxury retailer Flannels curated a Brat green edit featuring high-end pieces from brands like Balenciaga and Coperni. New York label Kate Spade released a “Brat green starter pack” on TikTok, showcasing its own products in the signature shade. Beauty brands like ColourPop and BeautyBay have also gotten in on the action, releasing guides and collections inspired by the Brat aesthetic.

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Even the food and beverage industry is tapping into the Brat phenomenon. Field Roast, a plant-based brand, launched an ad campaign in Toronto cleverly playing off the Brat theme, while the Green Party used the Brat aesthetic to promote climate action under the tagline “Brat for Change.” These examples show how deeply “Brat Summer” has embedded itself into the cultural fabric of this season.

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Much like Barbiecore last year, which followed a series of smart marketing moves including the Barbie Airbnb and red carpet events, Charli XCX’s promotion of “Brat Summer” has propelled the trend into new territory. The so-called “Brat Wall” in New York’s Greenpoint neighbourhood—painted in Brat green and used for simple yet striking messages about the album launch—has become a social media sensation. The term “Brat Wall” now features in over 5.7 million posts on TikTok, further proof of the movement’s viral success. Charli XCX’s launch video on TikTok, which featured her lip-syncing her new single ‘360’ atop a car in front of the Brat Wall, has garnered over 12 million views, cementing the campaign’s impact.

As we move further into the summer, the question on everyone’s mind is: how long can “Brat Summer” last? The answer may lie in the movement’s ability to evolve and adapt, much like its predecessors. What began as a music album has already morphed into a broader cultural statement, proving that the true power of summer lies in its capacity for transformation. As long as the sun is shining and the world is buzzing with the energy of a new day, there will always be space for the next big cultural moment to emerge.