THE word "brat” has taken on a whole new meaning, winning Collins Dictionary's Word of the Year 2024, thanks to British singer Charli XCX and a cultural shift embracing confidence, boldness, and authenticity.
Originally a term for a mischievous or poorly behaved child, "brat” has been reinvented as a badge of confidence and independence. This new twist has resonated with fans worldwide, who see "brat” as a playful rejection of conventional norms.
Charli XCX’s sixth album, Brat, released earlier this year, catapulted the term to popularity, turning "brat” into an anthem for unapologetic self-expression. With tracks that delve into fun, messiness, and vulnerability, the album struck a chord, hitting number one in the United Kingdom and number three in the United States, marking Charli’s biggest hit so far.
According to Collins, "brat” clinched the top spot in their list because of its massive cultural impact and "widespread embrace” across social media and popular culture.
The term also received a political boost when Charli XCX playfully tweeted that US Vice President and Democratic presidential candidate Kamala Harris embodied "brat energy,” leading to a TikTok by Harris featuring the singer’s track "365.”
This surprising blend of pop and politics turned "brat” into more than just an attitude—it became a symbol of cultural resistance to rigid norms. By redefining "brat” as someone who’s authentic, carefree, and resilient, Charli XCX has sparked a movement that encourages fans to be bold in their individuality.
One reason "brat” caught on so strongly is its contrast to the prevailing "clean girl” trend on TikTok, which celebrates polished, minimalistic femininity. Charli XCX’s brat persona encourages her fans, especially Gen Z and millennials, to embrace their imperfections and messy moments.
Her "brat girl” aesthetic, centred on neon colours and carefree vibes, launched trends like #bratsummer on social media, with over 2.6 million Instagram posts showcasing fans’ playful interpretations.
Meanwhile, critics have praised Brat as The 32-year-old pop star, whose real name is Charlotte Emma Aitchison, boldest work, saying it combines her signature avant-garde pop sound with a deep exploration of self-worth and freedom.
This year’s language trends reflect a year of bold expressions.
Besides "brat,” other contenders for the Collins Word of the Year reflected current social and cultural trends.
Words like "era” - popularised by Taylor Swift’s iconic tour, "yapping” a playful term for endless chatter, and "delulu” - slang for delusional thinking, were all contenders, highlighting how language mirrors society’s priorities and obsessions.
However, "brat” ultimately took the crown, symbolising a collective rejection of traditional ideals.
The brat era is here, and it’s louder, prouder, and unapologetically bold.