Kamala Harris, the current Vice President of the United States, has recently caught the internet’s attention with a noticeable shift in her online campaign presence. The presumptive Democratic presidential nominee’s team has rolled out a digital makeover, embracing the “brat” aesthetic, a social media trend ignited by pop sensation Charli XCX and her latest album, Brat. This rebrand, marked by a vibrant lime green color scheme and a more informal online persona, has sparked conversations about its intentions and effectiveness, particularly in engaging younger voters. But what exactly is “brat,” and why is it central to Kamala Harris’s latest campaign strategy?
Decoding the “Brat” Aesthetic: Charli XCX’s Influence
The term “brat” gained significant traction thanks to Charli XCX’s sixth studio album, Brat. The album cover, a simple lime green square emblazoned with the word “brat” in low-resolution Arial font, encapsulates a broader cultural movement. Charli XCX described “brat” on the BBC’s Sidetracked podcast as embodying someone with “a pack of cigs, a Bic lighter and a strappy white top with no bra.” This description hints at a rejection of the meticulously curated “clean girl” aesthetic popularized on platforms like TikTok. Instead, “brat” embraces a more unfiltered, hedonistic, and playfully rebellious attitude.
Charli XCX further elaborated on the “brat” persona on social media, defining it as “that girl who is a little messy and likes to party and maybe says some dumb things some times. Who feels like herself but maybe also has a breakdown. But kind of like parties through it, is very honest, very blunt. A little bit volatile. Like, does dumb things. But it’s brat. You’re brat. That’s brat.” This resonates deeply with a segment of Gen Z and younger millennials who value authenticity, even if it’s imperfect and a bit chaotic, over polished perfection. The #bratsummer trend has exploded on TikTok, demonstrating the widespread appeal of this aesthetic.
Kamala Harris Goes “Brat”: Campaign Rebranding in Action
The Kamala Harris campaign, now branded as “Kamala HQ” on social media, swiftly adopted this “brat” identity. This rebrand includes visual elements, such as the lime green color scheme mirroring Charli XCX’s album art, and a shift in tone towards internet culture. Charli XCX herself endorsed this political adoption, tweeting “kamala IS brat,” which quickly garnered millions of views. The campaign’s X (formerly Twitter) account actively reposts memes, sometimes incorporates informal language, and generally presents a more relaxed and relatable online presence. This is a significant departure from traditional political campaign branding, which often favors a more formal and polished image.
This rebrand also comes after supporters of Ms. Harris had already begun creating online content linking her speeches and public appearances with songs from Charli XCX’s Brat album. Viral videos emerged, blending clips of Vice President Harris with the album’s sound, further solidifying the connection in the digital sphere. The campaign’s official embrace of the “brat” aesthetic, therefore, appears to be both a response to organic online trends and a deliberate strategy to connect with a specific demographic.
Why “Brat” Makes Sense: Targeting Gen Z and Younger Voters
The adoption of the “brat” aesthetic is a calculated move to appeal to younger voters, particularly Gen Z, who are increasingly influential in elections. This demographic is known for valuing authenticity, humor, and digital fluency. Traditional political messaging can often feel distant and out-of-touch to younger audiences. By embracing a trend popular within this demographic, the Harris campaign aims to bridge this gap and present her as a more relatable and “cool girl” option, as some observers have noted.
Moreover, the “brat” aesthetic’s rejection of overly curated perfection can be seen as a strategic response to criticisms of political figures being inauthentic or manufactured. By aligning with a trend that celebrates a degree of messiness and blunt honesty, the campaign may be attempting to project an image of Vice President Harris as more genuine and less like a typical politician.
Conclusion: A Bold Move in the Digital Age
Kamala Harris’s “brat” rebrand is a bold and unconventional move in the landscape of political campaigning. By tapping into a viral social media trend and aligning with the cultural currents of Gen Z, the campaign is attempting to forge a stronger connection with younger voters. Whether this strategy will translate into electoral success remains to be seen. However, it undeniably signals a significant shift in how political campaigns are adapting to the digital age and the evolving values of younger generations. This rebrand highlights the increasing importance of understanding and engaging with internet culture in modern politics.
