“Brat Summer”: Neon Green, a Strangely Timeless Color

With 2.6 million publications on Instagram and almost 1 million hashtags on TikTok, the “Brat” phenomenon and the garish green hue that accompanies it, seem to have invaded the social networks. Skirt, tank top, nail polish... Green is everywhere. At the origin of this phenomenon, the name “Brat” and the color of the sixth album of the British singer Charli XCX, released on June 7.

Already last April, the artist confided to Vogue Singapore her desire to disturb and shock with the aesthetics of her record. On a lime green background, the summer album displays a return to the 2000s trends and inspires Internet users.

Before the release of Charli XCX’s album, the director of trend forecasting at the Nelly Rodi office, Vincent Grégoire, had already predicted the phenomenon: “This year, there have been a lot of pop culture productions on the theme of aliens like the Disney film Elio or the song Alien Superstar by Beyoncé. In fashion, Bottega Veneta sets the trend with its iconic color: radioactive green. In reality, neon green is a phenomenon that comes back every ten years.”

But what does this return of neon green mean among influencers and artists? It seems to signify a weariness of the quiet luxury trend, also called “old money”, a phenomenon drawn from American elites who advocate discretion and elegance with pleated skirts or well-cut shirts. “Green is shocking. There is this 'yuck' side that appeals”, explains Vincent Grégoire. For artists, this can translate into a search for identity, a way to stand out as they need to dare to wear it. Neon green is not an innocent choice, it's a bit like saying: "look at me, I exist” and this is exactly what Charli XCX went for. With her rebellious choice of color, she plays on provocation and it works.

Brat Summer is a true fashion phenomenon. On Etsy, there has been a 40% increase in searches for “lime green” creations over the past three months compared to the same period last year. After the girly image of BarbieCore, a tribute to the film Barbie by Greta Gerwig, summer 2024 gives way to punk.

This trend also contributed to a 14% increase in the popularity of white tank tops during the month of July only, making them a key element of “Brat summer”. Check out our choice of Ways to Style a Tank Top This Summer.