Remember those sweaty, sunny days not too long ago when we were decked out in lime green with smudged eyeliner, chipped neon nails and bedhead hair? Chain-smoking, drinking sticky shots, clubbing until the early hours, a quick change, then rolling into the office?
Those messy but happy days of Brat Summer 2024 may feel like a dream now. But fear not, Autumn 2024 has brought a whole new vibe, and it’s serving “demure realness” with a side of existential crisis.
Let’s rewind. On 7 June 2024, Charli XCX dropped her album “Brat” and inadvertently birthed a movement.
Suddenly, we were all cosplaying as Sex and The City’s Samantha Jones’s cooler, grungier little cousin.
Smoky eyes smudged beyond recognition? Check. Ratty tank top work without a bra, styled with ripped jeans, chunky black boots and brash jewellery? Definitely.
Brat Summer was about living life like there was no tomorrow. But why was it so popular?
Charli XCX’s Influence: The trend was heavily inspired by Charli XCX’s album “Brat.” Her music, with its bold and rebellious themes, resonated with many young people.
Social Media Impact: Platforms like TikTok and Instagram played a crucial role in popularising the trend. Users shared their Brat Summer looks, creating viral challenges and trends.
Desire for Expression: The Brat Summer aesthetic offered a way for people to express their individuality and challenge societal norms. It was a time for self-discovery and experimentation.
Cultural Shift: The trend also reflected a broader cultural shift towards embracing individuality and non-conformity.
RIP Brat Summer (June 7 – September 2, 2024)
But all good things must come to an end. On 2nd September, Charli tweeted: “goodbye forever brat summer.”
And just like that, our neon-soaked fever dream came crashing down.
Although this name has been popping up on socials: brautumn (watch this space).
Now, as September rolls in we’re faced with a new plot twist and of course a new trend heavily influenced by social media.
Introducing the Demure Fall.
This term is TikTok’s latest trend which comes courtesy of creator Jools Lebron, who has everyone chanting “very demure, very mindful”.
Demure vs. Brat Summer: A Trend Shift
Demure is not quite the clean girl aesthetic but it is depicted by a more refined, elegant, and understated aesthetic.
Think soft pastels, classic silhouettes, and a focus on timeless style. It’s a departure from the bold, rebellious, and often chaotic energy of the Brat Summer trend.
Key Differences:
Brat Summer:
- Bold, rebellious, and chaotic aesthetic
- Often associated with grungy fashion, loud colours, and a “don’t care” attitude
- Inspired by Charli XCX’s album “Brat”
Demure:
- Refined, elegant, and understated aesthetic
- Focus on classic silhouettes, soft pastels, and timeless style
- Emphasis on a more demure and modest approach to fashion
The Broader Cultural Shift: From Chaos to Calm
While the two trends might seem vastly different, they both reflect a desire for self-expression and a way to connect with others.
The shift from Brat Summer to Demure might indicate a desire for a more calming and sophisticated aesthetic, or perhaps a reaction to the intensity of the previous trend.
Other Autumn 2024 Trends to Watch
Autumn 2024 is a veritable smorgasbord of potential trends. Here are some names that have been knocking about.
“Jazzcore” is a trend that has been making hipsters trade their synths for saxophones.
For the men there is “Book Guy Autumn” has men clutching obscure novellas and London Review of Books tote bags like life rafts.
The “Neo-Victorian” look features lace, ruffles, high necklines, and dark, rich colours. It’s Victorian-era fashion, with a modern twist.
And let’s not forget the resurgence of the “Brit Pop” renaissance sparked by the Oasis reunion. This one has got everyone digging out their Adidas and parkas while practicing their Mancunian drawls.
I’ve even heard the term “Beetlejuicecore” recently. But let’s leave that one for closer to Halloween.
So, why the shift from Brat to Demure (and everything in between)?
It’s simple: Gen Z and Millennials are masters of the cultural quick-change.
One minute we’re embracing chaos, the next we’re sipping herbal tea and writing diaries.
It’s all part of the endless quest for authenticity in a world that feels increasingly fake.
How to Master Demure Fall: Tips for the Transition
Want to get in on the Demure Fall action? Here’s how:
Start by swapping your club nights for cosy evenings in – but make it fashion.
Think silk pyjamas, artisanal hot chocolate, and a vinyl record of obscure jazz fusion playing in the background.
Or maybe blend Brat and Demure for the ultimate autumn look: try a distressed leather jacket over a crisp white shirt, paired with immaculate brogues and just a hint of smudged eyeliner.
Your playlist should transition seamlessly from Charli XCX to Miles Davis.
Demure Fall Looks
The demure fall look is characterised by its elegance, sophistication, and understated style. Here are some examples to inspire you:
Key Elements:
- Classic Silhouettes: Think A-line skirts, tailored pants, and fitted blazers.
- Soft Pastels: Opt for muted tones like blush, sage, and lavender.
- High-Necked Tops: turtlenecks, polo necks, and blouses with high collars.
- Long Sleeves: Full-length sleeves are a staple of the demure look.
- Modest Hemlines: Knee-length or longer skirts and dresses are common.
- Luxurious Fabrics: Velvet, silk, and cashmere add a touch of elegance.
Outfit Ideas:
- A-line skirt and turtleneck: Pair a knee-length A-line skirt in a soft pastel color with a matching turtleneck for a classic and feminine look.
- Tailored trousers and blazer: A pair of tailored trousers in a neutral color, paired with a fitted blazer and a silk blouse, is a sophisticated and professional outfit.
- Midi dress and cardigan: A midi dress with a modest neckline and a cardigan in a contrasting color is a comfortable and stylish option.
- Velvet blazer and jeans: A velvet blazer can add a touch of luxury to a casual outfit, such as jeans and a simple tee.
Accessories:
- Pearl jewellery: Pearls are a timeless accessory that complements the demure look.
- Small handbags: A small clutch or crossbody bag can add a touch of sophistication.
- Closed-toe shoes: Ballet flats, loafers, or ankle boots are suitable footwear options.
Is Brat Summer Really Over?
But don’t write off Brat Summer just yet. If pop culture has taught us anything, it’s that trends are cyclical.
Brat Winter could be just around the corner, ready to melt our demure snowflakes with its neon heat.
Or perhaps we’ll see a Brat Spring, bursting forth like a lime-green flower after months of hibernation.
While the Brat Summer trend has faded in popularity, its influence can still be seen in fashion and pop culture.
It marked a significant moment in youth culture and continues to inspire creative expression.
It taught us to embrace our flaws, dance like nobody’s watching (even when everyone is), and find joy in the chaos.
As we slip into our autumnal cocoons, let’s not forget the valuable lesson Charli XCX imparted. That sometimes, being a bit of a brat is exactly what you need in life.
So here’s to a Demure Fall, in all its sophisticated glory.
Are You More Brat or Demure? The Ultimate Vibe Check Quiz
1. It’s Friday night. Your ideal evening is:
a) Hitting up a grimy warehouse rave that goes until sunrise
b) A cosy night in with a good book and herbal tea
c) Dinner party with friends, but it might get a little wild
2. Your go-to outfit includes:
a) A ripped tank top, leather jacket, and platform boots
b) A crisp white shirt, tailored trousers, and loafers
c) Jeans and a nice top – ready for anything
3. Your makeup routine is:
a) Smudged eyeliner and neon eyeshadow, applied in a club bathroom
b) A subtle “no-makeup” makeup look, meticulously applied
c) Tinted moisturiser and mascara – done in 5 minutes flat
4. Your ideal vacation is:
a) A wild weekend in Berlin, club-hopping and making questionable decisions
b) A quiet retreat in the countryside, with plenty of time for reflection
c) City break with a mix of culture and nightlife
5. Your social media presence is:
a) Chaotic photo dumps and unhinged tweets at 3 AM
b) Carefully curated aesthetic posts and thoughtful captions
c) A mix of polished content and authentic moments
6. Your preferred beverage is:
a) Whatever gets the job done fastest – shots!
b) An artisanal tea blend or natural wine
c) Craft cocktails or a nice beer
7. Your approach to career and life goals is:
a) Live fast, worry about the consequences later
b) Carefully planned five-year strategy with vision boards
c) Ambitious but flexible – you roll with the punches
8. Your music taste is best described as:
a) Hyperpop, experimental electronic, and anything with a dirty bass line
b) Indie folk, classical, or ambient – something to think deeply to
c) Eclectic – you’ve got playlists for every mood
9. Your idea of self-care is:
a) Dancing until you can’t feel feelings anymore
b) A day at the spa followed by meditation
c) Whatever you need that day – sometimes it’s face masks, sometimes it’s fast food
10. Your dating app bio would say:
a) “Here for a good time, not a long time”
b) “Looking for a deep connection and intellectual stimulation”
c) “Open to adventures, but also Netflix and chill”
Scoring:
Mostly A’s: You’re full-on BRAT! Embrace your chaotic energy and keep the party going.
Mostly B’s: You’re decidedly DEMURE. Your sophisticated vibe is aspirational.
Mostly C’s: You’re a perfect BLEND of brat and demure. You can hang in any crowd.
Remember, whether you’re a brat, demure, or somewhere in between, the most important thing is to stay true to yourself.
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