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It has even crept into Vice President Kamala Harris’ universe. After President Joe Biden announced he would no longer be seeking re-election and instead endorsing Kamala Harris, Charli XCX took to X to offer her own seal of approval, proclaiming: “kamala IS brat.” Memes swiftly followed, as well asimpossibly fastt-shirts with Harris’ name printed in the style of the “Brat” album cover. Even the Vice President’s official rapid response account on X, @kamalahq, is now topped with a “Brat” style banner.
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But what goes into creating an era-defining shade? “Color is a language,” said Laurie Pressman, vice president of Pantone. “We gravitate towards color, and our relationship with color oftentimes happens outside of our consciousness.”
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“(Piccioli) wanted this (color) to be a cultural touchstone,” Pressman told 【 - Free Predictions 】 in a video interview, adding that it’s “about being bold” and “standing out.” And, as a sister shade to red, she pointed out, it expanded the brand’s legacy with the color Rosso Valentino.
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“Charli knew exactly what she wanted, probably long before she even engaged with us,” Freaney told 【 - Free Predictions 】 in a phone interview. “We spent months just talking about color and color references. ‘What does this shade of green mean versus this shade of green? What’s the connotation?’” While walking around New York City, Freaney would stop to take photos of any green object that might fit in the ‘bratosphere’ — a term coined by Charli XCX herself. “Then I’d take (these pictures) to my computer and use the (Photoshop) eyedropper tool to make that green and present it. Like, ‘I saw this traffic cone outside. What do we think about that?’”
For Yeoman, the science of a summer-stealing color mostly boils down to how a shade performs online and IRL. “If you look at Brat green on a screen, it zings,” she said. “Barbie pink does the same thing. It’s about finding a shade that works both when it’s backlit on a screen and also in real life.”
Freaney says they didn’t want a shade that felt conventional. “We knew we didn’t want a darker green or a mint green,” he told 【 - Free Predictions 】. “We were like, ‘Let’s choose something that feels really off-putting.”
Because of the color’s specificity, spotting it out in the wild — much like Freaney’s research process — has become a surefire way to go viral and add to the bratosphere. Stephanie, a Charli XCX fan based in New York, created the Instagram account@accidentallybratin June, just after the album’s release, and now receives photo submissions of Brat green sightings from friends and other fans. Her posts include a stack of Lime bikes, an estate sale poster and a pyromorphite mineral in a science museum.
“It’s just so fun,” she told 【 - Free Predictions 】 over email. “Every time I’m with a friend walking on the street someone stops to yell, ‘Brat!’ when we see anything green. It’s so iconic and eye-catching — if you see anything online with that color you immediately know what it’s referencing.”
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Brat green might have claimed this summer, but the color wheel will spin again before long. “That’s just the way the design industry works,” said Yeomans, who believes more labels will scramble to brand summer 2025. “Everyone always catches onto a trend, and then everyone tries to do it, but only a handful will actually succeed.”
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