IN DEFENSE OF THE BRAT STRATEGY: A CASE STUDY IN GEN-Z APPEAL

Welcome to the Brat Era, where brash, unapologetic, and messy reigns supreme, and a new breed of online personalities run wild. This is a collective pushback against the once-dominant, picture-perfect influencer mold, and a total rejection of the glossy, hyper-curated images that once ruled our feeds. As consumers grow tired of inauthenticity and oversaturation in media, we’re witnessing a broader cultural shift, where people crave genuine connection rather than aspiration. The chokehold that “OG” influencers had on Gen Z is rapidly loosening, with some of our favorite creators experiencing up to a 30% drop in engagement compared to the previous year.

Enter BRAT–a highly effective, somewhat stunt-like movement that rejects the polished, unattainable public image that has dominated pop culture for years. Instead, it embraces a rebellious, chaotic, yet real aesthetic. Gen Z asked for transparency, and Charli XCX delivered through candid posts, messy live streams, and a willingness to embrace imperfection in all she does.

A true brat doesn’t care about approval. She shows up to Pilates in a t-shirt she stole from that guy she met at Paul’s Baby Grand, is consistently seven minutes late to her 9-to-5 (with a good reason every time), definitely went to bed without taking off her makeup, and will probably do it all over again tomorrow—or not. That’s the thing about brat culture—it’s unpredictable, rude, seemingly selfish, but oh so real. And it’s not about chaos for the sake of it; it’s about authenticity.

The rise of these seemingly irreverent attitudes aligns with the growing “authenticity economy.” Consumers now say they are drawn to brands and individuals that feel real. It’s not about being sloppy—it’s about rejecting the rigidity that defined the last decade of digital culture.

A subset of this cultural shift is thriving both online and offline, which is where the success of the Brat Era lies: community. Embracing the idea that people are tired of constant self-optimization, this form of self-expression gives those harassed by societal pressures a place to exist and thrive. By adopting the “I don’t care” mentality, this cultural movement fosters unity among the disillusioned—the modern-day ‘pratfall effect.’

Charli XCX’s Brat strategy worked because it wasn’t one-dimensional. She understood how to tap into internet culture in a way that didn’t feel forced, a rare feat. By blending self-awareness and vulnerability with being both in on the joke and part of the chaos, she connected with the internet generation like never before.

Fashion direction is also key here, as it represents the visual manifestation of this cultural shift in real life. Heavily borrowing from Y2K aesthetics, we see Brat fashion embrace pieces that scream carefree fun. Designers like Miu Miu, Balenciaga, and Diesel play into the rebellious, anti-authoritarian energy. Y2K fashion was inherently bratty—think Paris Hilton and Lindsay Lohan circa 2009. At its core, brat fashion is disruptive. It’s not about looking good, per se; it’s about provoking a reaction, pushing boundaries, and making a statement. This disruption isn’t accidental—it’s a declaration of freedom from societal norms.

From a production standpoint, the Brat Era is defined by a meticulously curated low-fidelity aesthetic that champions media and cultural value. The strategic chaos extends beyond fashion into performance and design. Media value isn’t about reach, but about cultural capital. This messy but brilliant narrative translates into a flawlessly executed, well-orchestrated mess. The perceived lack of polish in shows like the SWEAT tour is deceptive—it’s a high-production concept disguised as anti-production ethos. Charli XCX’s infamous Boiler Room set further amplifies this ethos in live performance.

The grittiness of the experience feels unscripted: a sensory overload of edge and noise that stands far apart from corporate, overly staged performances. These raw, club-like settings that Charli XCX curates tap into the underground culture many mainstream artists overlook. The balance between authenticity and creating visually captivating shows lies in the details—high-end lighting and sound systems combined with raunchy visuals ensure that each performance connects to its subcultural roots. Media outlets love to cover it because it feels fresh and challenges the status quo. All stakeholders feel like they’re part of something breaking us free from the overproduced spectacles of the past.

From the raw, raunchy sets to the high-low fashion fusion that spits in our face (literally), Brat isn’t just an aesthetic—it’s a cultural reset and manifesto.

It throws everything we thought about pop culture out the window and makes us question why we ever pretended to have it all together. The Brat doesn’t care if you’re impressed or obsessed, but somehow, you can’t stop watching. So, it begs the question: If we’re all drawn to the mess, was the polish and perfection in pop culture ever really what we wanted?

Previous
Previous

THE CURRENCY OF RELEVANCE: NAVIGATING THE BATTLE BETWEEN SCENE AND INTERNET COOL

Next
Next

ARE BRANDS PLAYING IT TOO SAFE IN THE 2024 ELECTION?