Charli XCX's album "Brat" took the world by storm, becoming a cultural phenomenon and sparking a wave of creativity across the internet. What started as a musical venture quickly evolved into a graphic design movement, characterized by its raw, DIY aesthetic and easily replicable style. This article delves into the "brat summer" phenomenon, exploring its influence on graphic design and its reflection of internet culture.
Defining "brat" isn't exactly a "brat" thing to do. To understand its essence, let's turn to Charli XCX herself. According to Charli, "brat" embodies a feeling, an attitude, a rejection of perfection, and an embrace of vulnerability. The album cover, featuring a simple green square with pixelated text in Arial Narrow, perfectly encapsulates this ethos.
The "brat summer" was a period of widespread adoption and adaptation of the "brat" aesthetic. From social media posts to brand campaigns, the easily replicable style permeated online culture. Being real and honest is how you connect with people, and woah did the world respond.
To truly understand "brat," we can analyze it from two perspectives: the cultural context of the LGBTQ+ community and the technical aspects of graphic design.
Gay and queer fandoms are known for their unwavering support of artists who are both powerful and vulnerable. Charli XCX resonates with this audience because she embodies authenticity and embraces her imperfections. Her music and persona create a sense of connection and shared experience with her fans. The concept of "brat" is vulnerability on display.
The genius of "brat" lies in its simplicity and adaptability. The typographic cover and accompanying brat generator made it easy for anyone to create their own "brat"-inspired designs.
These elements were quickly adopted by brands and individuals alike, leading creating a shared visual language. Many brands, especially those with Gen Z or LGBTQ+ teams, successfully integrated the "brat" aesthetic into their marketing campaigns.
The "brat" aesthetic even made its way into the political sphere, with the Kamala Harris campaign utilizing similar design elements.
However, like most trends, the "brat summer" eventually came to an end. Overuse and meme saturation led to exhaustion, signaling the end of its reign.
Despite its relatively short lifespan, "brat" left a lasting impact on graphic design. Its embrace of imperfection and rejection of traditional design principles challenged the status quo and inspired a new wave of creativity. The beauty of "brat" is that it’s the beauty of ugly. It challenges perfectionists to let go and embrace the raw, unfiltered aesthetic of the internet.
As a graphic designer, you can use Charli's method to influence not just design but also the viewer. Check out Poster House's collection to see how other artists have influenced viewers over time.
"Brat" was more than just an album; it was a cultural phenomenon that reflected the spirit of the internet age. Its DIY aesthetic, replicable style, and embrace of imperfection made it a powerful force in graphic design. While the "brat summer" may be over, its influence will continue to be felt for years to come.
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