brat
Lime green. Plain text. One word. That is the essence of Charli XCX’s recent album, BRAT.
You might be wondering how such a simple cover can be successful. After all, it seems like an unusual design choice for an upbeat, mainstream pop album. Yet, since the album’s release on June 7, its uniqueness has immediately drawn the attention of influencers and fans alike. The term “brat summer” was quickly coined and became a Gen Z summer anthem, with references to the album appearing all over social media.
The cover’s bright green hue was instantly named “brat green.” It began to influence the social media posts of fans, companies, and even government organizations, from aesthetic posts to clothing styles and outfit inspiration to news updates. It even became a central part of Vice President Kamala Harris’ presidential campaign, likely as an effort to connect with younger generations.
Now, what exactly does “brat” mean? Well, the meaning behind the trend stems from the album’s overall theme. Most songs include electronic beats inspired by club music, ranging from light and airy thumps to intense and messy pounds. Only a handful of songs include a melodic, soft backing. However, despite the songs having a fun and energetic vibe on the surface, the lyrics tell a different story. The actual messages in the album run deeper, including tough conversations about longing, heartbreak, love, mistakes, fame, feminism, and more. It covers the many intricacies of life, including its chaotic highs and lows. The songs acknowledge that people are complex, and everyone has flaws, yet it reassures listeners that it’s okay to let loose and do what you want sometimes. It’s okay to be yourself, live how you want, and make mistakes. That’s what makes you human. As Charli XCX said herself in her Instagram post on the album’s release date, “At the end of the day, that’s exactly what brat is all about: me, my flaws, my fuck ups, my ego all rolled into one.”
This message is represented in the album cover. The fluorescent green background is chaotic and loud, yet it contrasts with the plain Arial font and black text. The album looks basic at first glance but holds so much meaning, making it a representation of its contrasting composition. The simplicity of its design is also what makes it universally applicable. Anyone can use the same green color and plain font to create their own Brat-themed post. There's even an official “brat generator” website that allows users to enter text and screenshot their message in the album’s theme.
Most musicians seem to avoid doing anything that can be easily replicated, hoping that doing something so different will make them stand out. Charli XCX turned that idea on its head. Brat’s ability to be copied, manipulated, and used by anyone encourages engagement with the album. It allows anyone to participate and turn it into something of their own, making it unique in its own right. Brat is an album, but it’s also an era. It’s a movement. It’s a feeling. It’s an aesthetic.
It's brat.
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