What do we think about social trends this Autumn? Not so demure.
What do sausages, salad cream and Sadiq Khan all have in common? The answer: a Brat Summer. From neon-green packaging to pro-Ulez posts, Charli XCX has become one of this summer’s biggest marketing moment. Alongside Sabrina Carpenter; Chappell Roan; Tinashe; Addison Rae; and Tyla these female icons have driven one of the most successful “femininomenons” in years. The pure volume of campaigns, fashion trends and social chatter shows just how hungry brands are to tap into niche cultural moments. Bucking social constructs and redefining what it means to be bold, braless and push boundaries, pop girl summer has been hailed as a golden opportunity for brands to stay culturally relevant and reach the hard to grasp gen Z audiences.
As we edge closer to autumn, are we ready for a brat girl fall or a season of being more demure? TikTokers are saying they’re ready for a demure fall – think scented candles, pumpkin mugs and the rainy day in a life – which couldn’t be more opposing to a brat summer. However, it feels more like a brilliant but passing micro trend vs a long-lasting moment. Brat girl summer goes beyond a social trend – it embodies a way of living, individuality and serves as a bigger message to shatter the unrealistic standards placed on women to act and behave in a certain way. With Halloween the messy, loud aesthetic that embodies everything an aesthetic also isn’t, the dawn of brat girl fall is upon us.
But just because it’s the hottest thing right now, it doesn’t mean brands should be shouting about it from the rooftops (or if you’re more demure, whispering in the ears of consumers). Sometimes, jumping on the bandwagon can feel more like chasing a fad than making a real connection. There is also a risk that any trend will be saturated by creators and commercialised through the sheer volume of brands that get involved – making campaigns potentially less interesting and harder to cut through.
Those who thrive in culture are the ones who can adapt and react with creativity and authenticity. So, whether you’re a brand braving brat girl fall or doing it a little demure, the secret is staying true to who you are while keeping an eye on the next big thing.
Melissa Chapman is CEO of publisher-powered social agency The Wild by Jungle.
