Brat and Demure: two trends conquering summer 2024
Brat and Demure are the two diametrically opposed trends that are vying for the sceptre of summer 2024. Two philosophies of thought, two lifestyles, two worlds encompassing fashion, music, behaviour and with declaredly conflicting intentions.
It was 7 June when the pop star Charli XCX released her sixth unreleased album, which topped the charts halfway around the world: a simple cover, devoid of images, completely coloured acid green (a deliberately disturbing shade that immediately became an identity) with just one word to define the title, intentionally grainy and low resolution, “Brat“.
In Anglo-Saxon slang, the term denotes a bratty boy, not inclined to rules, literally a brat. The style that immediately imposes itself, especially on Gen Z and the Millennials, is therefore that of a rebellious, festive and at times mischievous way of expressing oneself.
The cult phenomenon immediately captures not only the world of music and social media, but also that of fashion, which sees a return to the limelight of party girl looks that at times resemble those sported, almost twenty years ago, by rich and rebellious girls like Paris Hilton and Nicole Richie. Miniskirts, super sexy outfits and lace are the official uniform of the brat girl: a woman who feels self-confident, feminine in her cheekiness, who wants to show off her body and her desire for fun with a style perpetually poised between pop-punk and hedonism.
Wardrobe must-haves include baseball caps with visors, goggles, poster t-shirts and bright colours. In total contrast, the end of summer 2024 also saw the term “Demure” go viral, thanks to a trend started by TikTok. Zero transgressions and unruliness, the demure essence is translated as absolutely discreet and reserved.
Fashion interprets it as a natural evolution of quiet luxury: a whispered elegance that, without saying, lets everything be understood. Thus not only the deliberately minimal and linear looks become demure, but also make-up, the way of approaching holidays, a composed posture, conversations at the table. In short: demure is an attitude that can be applied to life, as we are well taught by some icons who perfectly embody this style, among them: Lily Collins, star of Emily in Paris, and Katie Holmes, thanks to their always appropriate looks and the grace with which they tackle red carpets and daily walks.
Which of the two trends will define the style of this season, and especially the second half of this long year, is perhaps too early to decide. What is certain is that fashion, like music and social media, is unwittingly asking us to take a stand. To posterity the arduous judgement.