Brat Girl Summer: The Trend Shaping Fashion, Search Data, and Shopping Behaviour

Brat Girl Summer: The Trend Shaping Fashion, Search Data, and Shopping Behaviour

This summer, the "Brat Girl" aesthetic (started by queen of pop Charli XCX), has taken the fashion world by storm, transforming from a subculture into a dominant trend. But this isn't just about clothes; it's about a mindset, influencing search data and shopping behaviours across the globe.

What is Brat Girl Summer?

Brat Girl Summer is the latest Gen Z aesthetic creation; think messy hair, bold and rebellious outfits, and a general vibe that says, "I do what I want." It's a stark contrast to the polished and curated "clean girl" aesthetic, where minimalism and sleekness reign. The Brat Girl aesthetic embraces imperfection, chaos, and a carefree attitude that resonates with a generation tired of perfection.

The Impact on Search Data

Fashion trends have always had a direct impact on search behaviours, but Brat Girl Summer is driving some fascinating shifts. As more people embrace this aesthetic, search engines are seeing a surge in queries related to "brat girl outfits," "messy hair tutorials," and "rebellious fashion." The keyword term “brat girl summer” has a global search volume of 4.7K, and search traffic of 5.1 million.

The rise in specific search terms reflects a broader trend: consumers are looking for ways to align their online personas with their real-world identities. Brands have a unique opportunity to tap into these evolving consumer desires by tailoring their content and products to meet the demand for authenticity and self-expression.

How do trends impact shopping behaviour?

Retailers are seeing a spike in sales of products that align with the Brat aesthetic, from bold statement pieces to accessories that scream individuality.

Consumers desire brands which understand the need for self-expression. They want to feel connected to the brands they buy from, and they're drawn to those that share their values. Brands that can successfully tap into the Brat Girl mindset by offering curated collections, personalised recommendations, and engaging content will not only capture attention but also build lasting loyalty.

The takeaway for brands

By understanding the deeper motivations behind these trends, brands can create more meaningful connections with their customers.

Scott Sadeghian-Tehrani, Media Strategy Director:

We are seeing social trends break into the mainstream and converge in the strangest of places – see “Kamala IS brat” getting 55m views and the official campaign social account embracing the Brat aesthetics.

There’s usually a bit of latency before social trends start to shape search behaviour, so it’s best to use a few data sources to get the clearest picture of emerging trends.  High-traffic keywords are usually the most competitive in search. Being able to identify rising searches, that have limited competition is gold dust.

As a part of our 4C account planning framework, we deep dive into culturally relevant moments for brands, highlighting those that can help shape our comms strategies. Creative execution and authenticity are key; there is nothing worse than a brand forcing themselves into the conversation but, get it right and expect a boost in engagement and search traffic as a benefit of an early adoption! 

How do we weave trends into client-focused strategies?

At 26PMX, we transform emerging trends into powerful growth opportunities for your brand. From optimising your SEO to crafting engaging social media content, enhancing e-commerce performance, and driving targeted advertising, we leverage real-time data to ensure your brand stays ahead of the curve. Our data-driven approach turns consumer behaviour insights into actionable strategies, helping you achieve measurable success in a trend-driven world.

Ready to propel your brand forward?

Get in touch with us today to explore how we can help you thrive: https://26pmx.com/services/