This season’s sensation Charli XCX is not ready to let her “Brat summer” die just yet, releasing teasers on social media along with the fast fashion brand H&M, which are all hinting at a collaboration from the two.
Hints of this collaboration began to surface as H&M updated their social media profiles, adopting a green-themed logo in a shade now known as “brat green” and cryptically including the date “12092024” in their bio, signaling a launch on September 12, 2024. Charli XCX on her end shared an image of a chaotic purse on her Instagram story, featuring a crumpled H&M receipt listing items presumably from the collection such as “angel jeans,” “BRAT boots,” and “XCX sunglasses.”
This partnership comes as the latest in a series of “Bratifications” that Charli has done since her latest album rollout turned into an online movement of green color, poor fonts, and messy TikTok dances, even naming the summer season after the album
Her concept of “BRAT” represents an unapologetic celebration of being messy, blunt, and true to oneself. The idea is to be bold, honest, and perhaps a little chaotic, capturing a youthful, rebellious spirit. Charli is definitely having a messy era herself, as her actions, like supporting Kamala Harris’s campaign, have caused quite a conflict within her fan base and the public, and probably made her managers angry.
This collaboration, even if it’s not yet officially announced, is gaining controversy itself. People are questioning the artist’s decision to team up with a fast fashion brand that has faced numerous scandals over the years, often centered around ethical and environmental concerns. The company has been criticized for its labor practices, including low wages and poor working conditions in factories, often located in developing countries. Additionally, H&M’s business model, which encourages rapid production and consumption of inexpensive clothing, has been linked to significant environmental damage, including high levels of waste and pollution.
