Finally, let’s talk about BRAT, for all the girls (and boys, I see you) who have been listening non-stop to Charli XCX’s highly anticipated new album for a week. After a few days of reflection and countless articles read, the only conclusion we’ve reached is that Charlotte Emma Aitchison has managed to capture the zeitgeist—not only in her song lyrics but also in her style choices, which are more playful and genuine than those of her only competitor at this moment in history: Taylor Swift. Moreover, just look at 360 to realize how many style icons Charli XCX has managed to gather, clearly establishing her position in the world of pop culture.
For context
Starting with the album cover—grainy and featuring a really basic font (Arial Narrow, for those wondering)—Charli XCX presents herself right away with her complexity, without needing any elaborate artwork to introduce her new record. The pop star seems to achieve everything very naturally: the communication strategy, the video teeming with style icons, and a well-defined style. Wondering what the acid green background, the brat green—chosen from a range of 65 greens—reminds us of, we thought of Y2K scenarios influenced by techno suggestions and a space where the album’s concept can run free, without limitations. After all, we saw a lot of acid green in 2022 when it was trending—hard to match but definitely stayed in our hearts. But we had already mentioned that this type of communication—with a fluorescent character—was experiencing a particular Renaissance when we talked about the way artist Hyun Cho captures attention.
Visualizza questo post su Instagram
Charli XCX’s Style
The imagery of BRAT has been, since the first video released, 360, strongly characterized by thoughtful and never predictable style choices. Chloe Cherry, Hari Nef, Chloe Sevigny, Rachel Sennott (whom we had already seen in The Idol), along with Julia Fox and Gabriette, raise the bar for all the girls who identify as BRATs. However, Charli XCX has plenty of style even without the help of her group of friends. At the Met Gala, she wore a dress designed by Francesco Risso, Creative Director of Marni; a particularly fitting choice that came after the Brit Awards red carpet. On that occasion, Charli XCX wore a Risso dress, known for its playfulness—perfectly in line with the pop star.
Scrolling through the images shared on Charli’s Instagram profile, it’s immediately noticeable how she offers her followers images that tell the story of her style day by day, along with what appears to be an overwhelming coolness. Typically Y2K accessories (without ever overdoing it), sartorial wardrobe elements that mix masculine and feminine components when needed, and a careful selection of the right brands to wear. Not only Marni but also YSL, Givenchy, Courrèges.
Ultimately, Charli XCX doesn’t care if people like her style or not (though we’re not sure we believe that) but knows she is everyone’s favorite reference, along with Julia Fox and all the stars in the 360 video. A sort of sisterhood made of hot internet girlhood and disposable e-cigarettes. In short, it seems to us that the BRAT is nothing more than a Mob Wife free from the yoke of a toxic husband she doesn’t need.
