The year of Brat: Messy girl feminism or genius marketing ploy?

Let’s talk about Brat. No, not the spoilt, tantrum-throwing variety, I mean Brat – the rebellious, carefree movement of 2024, launched by Charli XCX. With Collins Dictionary crowning “Brat” the word of the year, this movement has made significant cultural waves. Yet a key question remains: Is “Brat” an empowering expression of messy-girl feminism, or just the latest trend to be capitalised on by corporations?

The Brat movement wasn’t about striving to meet an ideal – it was about breaking free from one and embracing the mess of everyday life

The Brat rebellion against the “clean girl” cult

Collins Dictionary defines a “brat” as embodying “a confident, independent and hedonistic attitude,” or a period in life defined by such a vibe. Charli XCX has a slightly different take: a “brat” is “a girl who is a little messy, likes to party, maybe says dumb things sometimes, feels herself, and has a breakdown but parties through it.” With neon hues and an untamed approach to style, the chaotic Brat movement stands as the antithesis of the “clean girl aesthetic” that dominated the early 2020s.

The “clean girl” aesthetic is one that I, along with numerous others, have never been able to relate to. It gained traction with its sleek, polished, and ultimately unattainable ideals, leaving most feeling more inadequate than empowered. It wasn’t just a style; it was a standard. With demands for perfectly matched pyjamas, a spotless room and a 12-step skincare routine, the “clean girl” look set a high bar for femininity. This aesthetic was largely driven by wealthy, white celebrities, such as Hailey Bieber and Sophia Richie, creating a sense of exclusivity and homogeneity. It implicitly suggested that perfection was the goal, and for anyone who didn’t fit into this narrow definition of beauty, it felt like a door was being shut.

In contrast, the Brat movement was an invitation to all, including working class and LGBTQ+ individuals whose lives didn’t align with the flawless expectations of the “clean girl” aesthetic. Charli XCX’s vision of Brat, described as “a pack of cigs, a Bic lighter, and a strappy white top with no bra,” resonated with real people, rejecting elitist standards. Brat embraced what some might label as “trashy,” a term Charli redefined as a source of pride and belonging for young, working-class people and the LGBTQ+ community. The Brat movement wasn’t about striving to meet an ideal – it was about breaking free from one and embracing the mess of everyday life. The movement invited everyone to appreciate their imperfections and to celebrate authenticity. This rebellion against the polished, hyper-curated “clean girl” standard resonated deeply with people who felt disillusioned by limited, mainstream definitions of femininity. By celebrating imperfections, Brat championed an inclusive vision of beauty that recognised authenticity over aspiration, self-expression over self-curation, and individuality over idealisation.

Brat still represents a break from the polished ideals that dominate both social media and traditional norms of femininity

Brat Summer or Brat Sellout?
At its core, Brat was supposed to be empowering, embracing self-expression and imperfection. But as the Brat wave grew, so did its commodification. Bright green shades of “Brat Green” have cropped up on designer handbags, matcha lattes, and even the Democratic National Convention. From Flannels sending out “Brat green” fashion edits to makeup brands posting “be so Julia” guides inspired by Charli’s lyrics, “Brat” became the latest marketing strategy – and a successful one at that.

This commercialisation transformed the movement. As much as Brat was about rejecting polished perfection, many argue that it has now become another ideal marketed for profit. In a capitalist paradox, what began as a defiant stance against “clean girl” conformity is being sold as the new style standard, with brands eagerly churning out neon greens and brat-inspired looks. Rebellion, once again, is repackaged into a consumable asset, another product to buy and another aesthetic to achieve.

This transformation from a grassroot feminist movement to a mainstream commercial trend makes one wonder whether Brat has lost its edge.

Despite its mainstream adoption, I do not think that Brat has necessarily been stripped of its empowering core. Yes, the Brat movement has undeniably shifted from its grassroots foundation, but to dismiss it as a lost cause is too simplistic. Even in a commercial form, Brat still represents a break from the polished ideals that dominate both social media and traditional norms of femininity. Brat’s crossover into mainstream channels demonstrates an acceptance of imperfection that, even in its corporate branding, doesn’t neutralise its empowering ethos. In fact, the widespread appeal can be seen as proof that feminism today can be messy, unfiltered and still carry meaningful impact. I believe that this a testament to its relevance and power rather than a sign of dilution.

The movement’s core message will likely outlive its commercialised shell

Brat for the season or Brat for the ages?

As Brat continues to evolve, its future remains uncertain. It may come to be a liberating cultural moment that fades with time, or it may solidify into a long-term shift in how we think about self-expression. Either way, its empowerment remains intact even if its grassroots authenticity is weakened. Movements evolve, and if Brat’s influence has spread to both grassroots communities and commercial sectors, then perhaps that duality is its greatest success.

Brat has challenged us to rethink femininity and reject societal perfectionism. For now, if people continue to embrace the Brat attitude in their own lives, prioritising personal choice over societal expectations, its empowering message will endure. Ultimately, even if the last “Brat Green” handbag sells out, the movement’s core message will likely outlive its commercialised shell.