The Long Era of Clean Living Is Over - Here Comes Brat Summer

For years, the world has been obsessed with wellness: green juices, meditation apps, clean eating, and a general sense of “good vibes only.” This era of perfection, however, has started to feel like a straitjacket to many, especially Gen Z. Enter Brat Summer - the new trend that’s turning the polished ideals of wellness on its head, embracing the messy, the unapologetic, and the rebellious.

What Is Brat Summer?

The term "Brat Summer" was coined as a response to the growing fatigue with the hyper-sanitised version of life that has dominated our social feeds. Instead of striving for perfection, Brat Summer is about indulging in the unrefined and embracing our inner brats. It's about shaking off the shackles of societal expectations and letting loose, much like a bratty teenager who refuses to conform.

This trend isn't about being rude or disrespectful; it's more about challenging the status quo and rejecting the pressures to always “be good.” It’s a summer of indulgence, rebellion, and, most importantly, fun.

The Appeal to Gen Z

Gen Z, known for their desire for authenticity and their knack for cutting through the bull****, is at the forefront of this movement. After years of watching carefully curated content, many are hungry for something real - something that doesn’t require a filter or a lengthy caption about mindfulness.

Brat Summer taps into the desire for a more relaxed, carefree existence, one that prioritizes experiences over aesthetics. It’s a call to let go of the endless pursuit of self-improvement and to embrace the here and now, imperfections and all.

"Brat Summer is a refreshing pushback against the overly curated world we've been living in. It's a call for authenticity and unapologetic self-expression, which is exactly what Gen Z is craving. At Bulla Co, we're excited to embrace this trend, not just as a passing phase, but as a movement towards more genuine, relatable content that connects on a deeper level."

Joshua Roche, CEO at Bulla Co

How Brat Summer Manifests

Brat Summer isn’t just a mindset; it’s also a vibe that’s seeping into fashion, social media, and lifestyle choices. Think messy hair, bold fashion choices, and an unapologetic attitude. It's the rejection of meticulously curated outfits in favor of something that feels real, even if it’s a little rough around the edges.

Social media feeds are seeing a shift too. Instead of perfectly posed photos, there’s an increase in candid shots, funny faces, and behind-the-scenes chaos. It’s about being yourself, flaws and all, and not worrying about how it’s perceived.

The Impact on Influencers and Brands

For influencers and brands, Brat Summer represents both a challenge and an opportunity. The challenge lies in shifting away from the polished aesthetics that have dominated the past decade. The opportunity, however, is in embracing a new form of authenticity that resonates deeply with Gen Z.

This trend encourages brands to be less polished and more real, to show the messiness behind the scenes, and to connect with their audience on a more genuine level. Influencers who lean into this trend can foster stronger, more authentic relationships with their followers, who are increasingly seeking out content that feels relatable and unfiltered.

Why Brat Summer Matters

Brat Summer is more than just a seasonal trend; it’s a cultural shift that signals the end of an era dominated by perfectionism and the rise of something more authentic and liberating. As a Gen Z social and influencer agency, it’s crucial to stay ahead of these trends, not just to keep our finger on the pulse, but to lead the charge in creating content that resonates with the current mood.

This summer, let’s embrace the brat within us all - because, after all, who wants to be perfect when you can be real?