Charli Xcx’s “BRAT” Brand Is Here to Stay
Brat 2.0: Here's to another summer of slutty, messy and club-ready behavior…
BY Ella Maniloff ★ JUNE 29th, 2025
Design: Sophie Rottenberg
Charli xcx's path to fame has been far from typical. Her career began in the MySpace era, where she first went viral for writing music. She quickly grew to be a new-age Internet darling by co-writing radio hits like "I Love It" for Icona Pop and "Fancy" with Iggy Azalea. Since then, Charli has continued to grow in the music industry, starting with the release of her first album in 2013. With 10 six studio albums, two mixtapes, the Vroom Vroom EP, one remix album, seven tours and a cult following, she has become one of the biggest names in contemporary pop culture.
Brat Legacy
In June 2024, Charli xcx released “BRAT,” an album that re-defined so much more than just a music genre. “BRAT” never asked for approval and set a new standard for what pop music should be: loud, sharp and abrasive. The album abandons typical pop structure for a chaotic blend of lyrics and audio that clashes in a purposeful way. It’s unfiltered, messy and maximal, reading like an open letter into Charli's mind. “BRAT” is a rebellion that’s not limited to the music industry. It has taken over the charts, making way for a shift in the global mindset.
A year after it dropped, “BRAT” is continuing to leave its mark. This album is different from other major releases. It isn't just replayed over and over again until something new comes along: it changed people's mindsets and expectations, making it a permanent piece of pop culture. Charli's goal wasn't to create a timeless classic — although (indirectly) that's what she did. She made something radical; an album that has rewired pop's possibilities. “BRAT” has embedded itself into Internet culture, queer spaces, fashion, aesthetics and the language of our generation, which understands “BRAT” was never meant just to be played; it was meant to be felt.
SWEAT Tour Impact
The SWEAT tour kicked off shortly after “BRAT’s” release — and was more than just a series of concerts. With the tour's visuals, camp energy and raw emotion, it was an immersive experience that allowed fans to experience Charli's world fully. More than a traditional show, SWEAT celebrated queer identity and underground club culture, transforming venues into spaces of expression and empowerment and showing the world that “BRAT” isn't just an album to listen to; it's a culture to live in. Now, well into its second year, the legacy of that tour lingers, proving that Charli's impact extends far beyond the stage.
A Challenge to Pop
Pop has become predictable, but “BRAT” doesn’t adhere to that. Charli's refusal to cater to a broader audience is what sets the album apart. In an era where most pop music feels overly planned, “BRAT” reminds us of what it sounds like when someone speaks their truth.
“BRAT” and the Queer Community
Beyond its stage impact, “BRAT” has become a testament to queer culture's influence on music. Charli's long-standing relationship with the LGBTQIAP+ community found full expression within “BRAT.” The album brings with it a camp energy, where listeners respond, and intense emotions, where rage, heartbreak and joy can coexist, serving as a mirror for queer listeners to see their own identity reflected within the music.
Charli's feature of Billie Eilish on “Brat And It's Completely Different But Also Still Brat's” version of “Guess” only amplifies the gay energy of the album. Billie's candid lyric, "Charli likes boys, but she knows I'd hit it" blurs the lines of sexuality and attraction. Together, Billie and Charli amplify “BRAT’s” celebration of identity and unapologetic self-expression, making the song a poignant moment that resonates deeply for queer fans.
“BRAT” and Digital Media
The album’s attitude carries over into the way Charli not only presents herself on social media, but also how she engages with online trends. The unexpected Addison Rae remix of "Von dutch" exemplifies Charli's grasp of Internet trends. Rather than chasing virality, Charli naturally earns it, reshaping influencer culture on her terms. She has taken over TikTok and has even embedded herself into the most recent American presidential election.
“BRAT” Style
One of the most significant aspects of Charli's self-expression is her style. Charli has become an undeniable force in fashion, regularly seen at the Met Gala and fashion weeks, where her sexy, grungy, club-rat style is deeply tied into the hyperpop movement. But, during the “BRAT” era, that aesthetic wasn't just present; it exploded. Combining Y2K with cyberpunk and maximalist camp, Charli's fashion rejects sanitized glamor in favor of something messier, louder and more lived-in. Her look, like her music, embraces imperfection, while remaining meticulously constructed — an "anti-glam glam" that feels both chaotic and intentional.
“BRAT” remains more than an album; it is a cultural reset — one that we won’t move on from anytime soon. Charli xcx launched a movement focused on self-expression, rebellion and unapologetic authenticity. From her sound and fashion to her embrace of queer identity, Charli has proven that pop doesn't have to play it safe to make an impact.