THE YEAR OF BRAT: MESSY GIRL FEMINISM OR GENIUS MARKETING PLOY?

Summary from the TLDR Marketing newsletter

The Brat movement challenged the "clean girl" aesthetic by celebrating imperfection, individuality, and inclusivity. Initially a grassroots rejection of unattainable ideals, its commercialization through "Brat Green" trends has sparked debate about whether it has lost its authenticity. Even in its mainstream form, Brat retains its empowering message and represents a meaningful break from societal perfectionism.