the rise and fall of brat

[@dftbarachel]

a hugely viral kamala brat edit actually prompted charli to tweet about it. in the moment it felt very organic which is what made it so exciting.

[@dftbarachel]

not to be critical sorry, A+ video overall! 💚

[@rainebows]

fr and the slow decline of brat for me was when the news started talking abt it, then the hammer to the coffin being the h&m collab

[@lepokebloc4198]

​@@rainebows yes the h&m collab was truly the end

[@RedDotInABlueState91]

Brat Summer for Kamala. Brat November for Trump.

[@elliottbow2819]

brat is a good album and im tired of pretending it isn’t. no fucking idea what’s happening on tiktok though

[@jolaechen_r6]

+

[@wgibso20]

Who on earth said it wasn't. The only thing it suffers from is endless (but deserved) hype. I can imagine a non fan hearing all about this album , putting it on and not getting why it's so praised. I think the context of it is a big part.

[@Fucorii]

The way brat was my number one album of 2024, then TTPD by TSwift became number again because brat got so insufferable to me at one point because of all those corporate companies marketing their products with this theme. And now, after the remix album, brat became my number one album again. Idk why my brain wants to stop liking something just cause it's popular (it happened with TTPD too, since it had massive amounts of hate, it kinda convinced myself that I might only like it because it's TS and not because it's actually good)

[@fofosyrie3798]

Tbh I tried Listening to it but didn't like it People have different tastes

[@Nari-7022]

i miss when we could just like something a normal amount and not shape our entire lives around it. like whyyyyy do we have to run things into the ground so its impossible to enjoy them later on?

[@88yf88]

The brat design reminds me of those “fun fact #124567” things ppl would repost on tumblr in 2012 and they were like the most basic serif font over a neon background with some kind of witty or sarcastic relatable joke on them…someone pls tell me u remember bcus I feel like they were lost to the internet forever

[@thescarIetbitch]

Yes oh my god I remember those

[@ampersignia]

People keep mixing up the order of Kamala is brat tweet and the HQ page taking the design -- the tweet came *after* the design was noticed. I know because it was a crazy topic on the r/charlixcx subreddit and I basically watched it play out live.

[@itsdivyag]

ty for the correction

[@AlfonzoFrohicky_]

okay but how is divya so underrated, like this is such a solid video

[@mr.monkey1914]

Fr she's got a great sense of humor and expressions

[@Vex_TheJester]

It's always the small channels that have good subtitles

[@UzayrKader]

"It wasn't even beef so it was basically vegan" always put here with the iconic lines

[@cainvarner]

girl what fall? brat is alive and well

[@Hatterixxx]

She meant Brat Fall (Autumn) DUH

[@ghremlinmode]

i read it as fall (autumn) of brat

[@nightcrawler8864]

You're missing the point of the video.... The fall is due to the trendification of Brat by corporate brands and politics

[@Miolaurent]

It died with the h&m collab. This was against everything brat stood for for the majority of fans

[@Hatterixxx]

@@cainvarner (it was a joke guys😭) but in reality I gett the point of the video

[@mesken653]

the way you did such a well structured video and some people still missed the main point 😭

[@starrydustbunnies]

@@mesken653 i swear half these comments didn't even watch and started fuming

[@elleliteracy]

I’m sat.

[@foxbrid3]

How could something fall when it’s very much still being talked about and profited off of

[@Miolaurent]

Just watch. We are at the edge of the cliff

[@foxbrid3]

@@Miolaurent The album made its mark and currently hasn’t fallen off. The public holds it in high regard and adores Brat, especially now, because of the remixes.

[@water_turks]

@@Miolaurentbut the remix album is so amazing? and the sweat tour is being so well received

[@itsdivyag]

i did acc end up talking about lorde a lot but lemme coook okkkk

[@dasloddl]

it's okay we forgive you

[@ezelalia5739]

Lorde is amazing so its valid you talk about her

[@faberquidam]

honestly you should have talked about her more

[@EmmaAppl]

she’s cooking for when lorde comes home from the nail salon 💅 (i love ur vids)

[@jim-bob3093]

Arh, the original 'i put the cigarette between my teeth but dont light it' slop that Colleen Hoover has built a fortune on

[@asudebirtane8243]

I absolutely loved the part where you talked about the design element of the album, would love to see more examples

[@mystery1317]

She has a series where she talks about design, often by doing book cover redesigns. It’s surprisingly informative and interesting!

[@itsdivyag]

i do creative commentary so more design and design-adjacent analysis coming!! ty for watching and supporting

[@asudebirtane8243]

@@mystery1317 yes I have been following, it's quite helpful:)

[@torenielsen9993]

This is like Sir David Attenborough for us oldheads. A smart person explains somethng with charm and wit, and you feel enlightened at the end (if still unsure what a monotreme is).

[@Nebulousart]

the way i STILL don't know what the heck "brat" is XD i'm so out of tune with pop culture & social media that this is like the third time EVER i'm seeing that brat cover. feels good, feels natural

[@srslydoatm9251]

I felt like I was the only one and now I feel better for not knowing what it was

[@少女吸血鬼]

Yeah

[@micotine8714]

@fynniboigirl who hurt u

[@budgetcommander4849]

It's a good album and I don't know why you're glad to have not heard it.

[@LighthoofDryden]

“Anti-design… anti-semitic” the way I snorted 9:39

[@Reverse_Cat_Cowgirl]

Anti-ethetic, anti-Semitic... tomAto TomatO. 🥔

[@CheyeW13]

Really excellently written and delivered. I can't keep up with the speed of [micro]trends these days, nor do i even want to at this point, given that they all trend much like this. The context for the snippets I have seen is helpful

[@DylanDhindsa]

This was fascinating and you’re absolutely hilarious!! You did such a great job of explaining everything!!

[@rainebows]

26:00 i think charli probably wanted to stand on all that underwear and billie being the climate responsible person she is said "hey why don't we donate these" so they both decided to bring them to women's shelters. otherwise, charli rly hasn't made me think she cares abt the environment all that much :( ... (not like she has to but it would be nice for celebrities to influence more ppl to be eco conscious and politically conscious)

[@faberquidam]

she’s made it clear that her new level of fame is making her more aware of the impact her words and action can have. Honestly I’ve never cared too much about celebrities collaborations and endorsement but I agree they should be mindful since many people are influenced by them

[@Miolaurent]

@@faberquidam dont see how she is more aware with this h&m collab tho 🗣️

[@larged0g838]

Considering how charli associates with the red scare girls I wouldn’t trust her to be conscious at all lol

[@faberquidam]

@@Miolaurent emphasis on “more” aware, she could still very much not gaf

[@anisa2273]

i love the duality of you, you make deep analysis videos on literally society in general and then you just read some horrible smutty book so we don't have to lol. i love it!

[@kingdmind]

Brat’s color was definitely inspired by the lime meme, which is definitely BRAT

[@itsdivyag]

iconic juicy lips

[@v0519]

Lemonade luh luh lemonade💋💚

[@proudnoob124]

The death of Brat Summer has been greatly exaggerated

[@Reverse_Cat_Cowgirl]

As a millennial, I didn't even know what millennial pink was till last year and I was confused because I thought it's was basic bitch beige? Maybe we all just turn more beige as we age??

[@itsdivyag]

the pink is acc super interesting you see it's usage in a lot of brands like glossier my friend ellen has a good video on glossier look up elle literacy!

[@justmahir]

This video explores so many topics I love it!!❤

[@kwowka]

See what’s so interesting about your point at 23:25 is that Kamala’s father kinda publically disowned her, stating that she is completely betraying her community and becoming the oppressor. So.

[@classygreydove8105]

i love the wit and irony in your videos. You make your point eloquently but also in an easy and fun way. I really appreciate u calling out greenwashing lolll and other points of activism that should concern us more than if someone is brat or not - Loved your insta poetry vid and hunger games color and costume analyses as well which is how i discovered your channel :D I'm just very happy to listen to ur content and your appreciation of art and also your analyzing and critiquing our dystopian era in a way that doesn't take yourself too seriously

[@BM30]

This was such a good video essay! First of all, this was hilarious I love your writing style especially at the segment where you’re explaining Brat’s cover design. For me this album was an reincarnation of that late 2000s - early 2010s MySpace/Facebook electropop era of music that she lived for and I grew up with, with it being executed immaculately. I was part of Brat Summer and it was fun asf having it be the soundtrack to my last Summer as a teenager, with me accidentally cracking the jewel case of my Brat CD which honestly made it feel more “bratty”. 😭😂 It did die off for me a bit before during the Kamala stuff but nonetheless it was a great experience. Great video, I’m checking your channel rn and I see you made a video on self help book if you insult Atomic Habits I swear to-

[@itsdivyag]

atomic habits was the one book that i thought was good haha dw. and yess the myspace electropop is so so true. i love her music generally too

[@Wvann98]

Great video as always, I don’t use social media, but I love brat as an album. This video was great on learning more about the brat trend and offered some really well researched analysis!

[@irabradlee7837]

Thank you for one of the most informative and funny video essays on everything that is brat. You dragged brat but also stan. Love a good dichotomy 💚

[@itsdivyag]

dragged but also stan is sooo .. stealing that phrase

[@jimmysonglaugh8110]

19:00 not divya soft launching her kiwi accent

[@Rolafairy]

The interviewer calling her Lorde was a scripted joke. Like why are people running with the narrative that she was genuinely called Lorde by a profesional interviewer? Like it’s so obvious Charli is in on it

[@v0519]

I think beyond the interviewer thing she was often compared to Lorde by her own fans, I remember checking older videos from 10+ ago and there were a lot of ppl comparing them 😭 I guess bc it was the beginning of that specific indie scene and they were Tumblr darlings too idk

[@sneekz07]

Anyway, what's your favourite remix track guys?

[@faberquidam]

so i is kind of incredible but GSC still feels unreal to me

[@Miolaurent]

Yea has to be lorde

[@starrydustbunnies]

your videos and analyses always eat ty

[@srushtix]

The production here!! The lamp! The vibe ! No notes

[@refillpan]

i do not know the demure and mindful trend and to me all these trends just sound like either 1. im not like other girls or 2. im a smol bean type trend

[@Afterflowers-v4k]

There’s a level of irony and “we’re just joking around/having fun/also acknowledging it’s hard to live in this world” involved that may not be coming through from whatever sources you’ve been exposed to these trends through.

[@srushtix]

the green fur is so iconic for this video

[@alicemadness999]

dawg brat is still very much happenin idk who told u it wasnt

[@penpendoggo]

something is purrrrrring

[@AbbieRee]

I just found your channel and love your videos and personality🥰 !!

[@jadedtoday]

oh divya you cooked this one

[@ChappellsDaughter]

Chappell roan mentioned 16:31 🔥🔥🔥

[@nozomisouffle]

getting jumpscared by ed sheeran mentions on a charli video is... not a hate crime, but it feels like a hate crime

[@JayGTheAwkwardBookworm]

I’ve still yet to listen to brat 😅

[@ultravioletcatastrophe]

an insightful and very brat essay, thank you

[@clovver2314]

it took me until watching this video to realise the 'a' is backwards on the album cover

[@illus1on_exe]

Help its not tho?😭

[@clovver2314]

@@illus1on_exe i may be dyslexic...

[@clovver2314]

@@illus1on_exe i swear it was backwards when i wrote this comment

[@illus1on_exe]

@@clovver2314 Omg😭🙏🙏Ur so real for that tho

[@MossyDroid]

I have to confess that for ages, I thought brat was a Dream SMP thing so I avoided it like fire lol, the logo looks exactly like Dreams logo to me

[@v0519]

WHATT😭😭😭 that's wild 😭🙏

[@Orangeco79]

Honestly, accurate.

[@express999snsd]

Charli just released the remix album today didn't she?

[@nicobailey2197]

Not the chronically online girl wall lmao

[@itsdivyag]

i was tryna do an organised evidence/topic wall but i had no string

[@jamesl3058]

"even the dirty floor underwear??" lmaoooo

[@genericfaceless]

your commitment to presenting excellent content in as miserable a way as you can manage to put it is worthy of respect. please do more vocal fry, slay kweenn

[@whatcanidooo]

Wtf are u on about lol

[@missalaina4360]

I thought it was the Kamala edit video that came first before Charli made the tweet.

[@tee3835]

The only examples I saw of brat summer were marketers/brands TELLING me it was brat summer (and it felt lazy, jumping on megans hot girl summer thing, which she doesn't really get credit for- EVERYONE DOESN'T NEED TO HAVE A SUMMER) Anyway, that 360 song came on shuffle for the first time a few weeks ago and I can't lie, I had to look at who it was - so i get that it is probably a fun album to listen to. But the media, who needed something to anchor their pop culture shit to, over the past few months have made it feel like 'trying to make fetch happen'. Should have let charli and the music embody that shit - like it was doing. Instead of wanting to seem sooOooOo ahead of the trends that they jumped on a bandwagon that hadn't even started yet.

[@gg_Talon]

Okk but why is Shrek green is so cute on you 🥰

[@lidu6363]

No way! I followed your channel like... years ago and stopped because at one point you seemed to only talk about book covers... and now I see a recommended video from you about a topic I'm actually interested in 😳😳😳 I know you don't care about a random person from the internet, but I'm pretty happy about this reunion 😇

[@itsdivyag]

thanks for coming back! i make videos on creative commentary so sometimes its book stuff sometimes media / art / culture :) expanding the topics rn though before it was p book heavy

[@maritareads5229]

I must be living under a rock cause I’ve never heard of brat summer 😅

[@itsdivyag]

i hope the video wasn't too confusing and was kinda informative if not entertaining for you?? i feel like sometimes i assume my viewers are in the same circles and can't toe the line between not explaining enough and overexplaining . ty for engaging !!

[@trinityrxd5851]

Pookie u did awesome on this video. I’m shocked u only got 1k likes this deserves way more.💞

[@cfbg]

Everything is problematic.

[@joseribamarjr5164]

Im not sure brat is on its way out

[@tatummorrison3440]

Someone cooked here.. mmm yeah.

[@adeuce.]

yum

[@ilovemydog.em1]

Purrr

[@Tiacoree]

i cant stop laughing when she talked about royals

[@boomclap611]

i dont think brat died.....

[@Kangaroo0005]

there was no fall

[@louismorrris]

so brat

[@fridgehorror4502]

"fall of brat" huh what

[@itsdivyag]

brat fall brat winter

[@sidiwvwhi]

anyway i like the brat album but i think charlis "apolitical" stance is weird

[@zamiyaFlow]

First I'm hearing of this Maybe it helps when one is off tiktok

[@fieltpenn3423]

Gworl wants dem clicks so bad

[@animula6908]

The absence of other zeitgeist allowed it to stand out prominently.

[@theoacean]

Lol what fall? Unless you mean we're in brat autumn now 😂

[@itsdivyag]

double entendre hah nice

[@snehapradhan5591]

❤

[@elisazouza]

the kamala harris thing was actually a joke. i found that out recently

[@itsdivyag]

yeah her 'happy to prevent democracy from failing forever' was p telling but also Charli/her social media team are very tongue in cheek most the time also!

[@ezelalia5739]

Dear god young people are doomed (im 20 lmao)

[@1fault]

🤓

[@durcheinander5554]

Chappell Roan is way more brat than Charli xcx. That is all I have to say on the topic

[@fieltpenn3423]

I’ve checked her discography, it’s all Dan Nigro aka Olivia Rodrigo and etc’s composer, she’s an industry plant and clearly it worked enough for you ❤

[@suiciddoly]

@@fieltpenn3423 girll she has literraly been around for 10 fucking years and was literally dropped from her label in like covid and did everything herself and now she finally blew up, wth are you talking about???????

[@fieltpenn3423]

@@suiciddoly dem dan nigro credits dont lie, and the alliance and cross promotions are there, congrats sis u a sheep

[@durcheinander5554]

@@fieltpenn3423 lol

[@fieltpenn3423]

@@suiciddoly dem song credits dont lie sis, congrats u a sheep.

[@Nagchampa765]

I have to know… are you from where zayn Malik is from…. To my American ears ur accents sound so similar

[@sidiwvwhi]

im from northern england and she sounds very northern to me

[@hdgehog6]

brat.....wurst ....is the worst! (I feel your pain. ducking!)

[@starrydustbunnies]

i ADORED the brat summer until she endorsed harris and then i was stunned and let down. is it too much to want the art you consume to be ethical, the artists you love to have moral compasses? maybe so, but the line has to be drawn somewhere, and for me it will be drawn when you directly or indirectly support a genaside.

[@durcheinander5554]

Nah sorry the brat album design is awful. Charli only got attention for it because she's already famous. There are millions of small artists that would have done sth like that and nobody would have noticed (largely because of the algorithms). The irony is that it's these small artists that are actually anti-establishment, and not Charli who already had the $$$ to pay a team to spend months designing an anti-design cover. To me brat summer symbolizes the problem with aestheticizing everything. Some people want alternative things but don't recognize that these things becoming a trend on TikTok is already a step too far towards commodification. If you want alt things, go to a skate park. Go to a library. Go to college to become a humanities teacher. Move to a commune. Touch some grass.

[@Poopoopants420]

I just don't think any of the DIY spaces are very welcoming to the people who like the kind of music charli makes and that's really what all of this comes down too anyway is personal taste. Also like people are kinda supposed to not like the album cover that's kinda the whole point. I also think that the people who are this into brat are not the people who have much desire to go to a skatepark? And what's so anti establishment about going to college. Like i think I get what ur saying but none of those things are like. Fun vibes. Especially if ur not interested in hanging out with random groups of straight guys

[@Poopoopants420]

And like. A library?? How is going to the library connecting you to smaller artists or an anti establishment org. I think if you want something anti establishment you have to actively seek that out but brat summer or whatever were never meant to be anti establishment lol

[@Poopoopants420]

I don't think most people think any harder about brat summer than it being a marketing campaign for an artist they like. And it's a really good album lol

[@martialspiritwarrior]

It is meant to be awful. Charli XCX mentioned, I think in the Apple Music interview, that the main reason for the album cover was to save money. She also was going for something authentic, the opposite of her last album Crash, so this was an album for her and her fans, not actually expecting for it to be a huge success. Her team took months choosing the IT girl for what color shade of green. It's a really, idgaf what you think, album cover. Messy and bratty. Being famous doesn't guarantee successful marketing (for i.e., Katy Perry and Dua Lipa). Charli has been in a the music industry for a long time, so she is knowledgeable in how to market herself and cares about marketing. People in her team, and her friends, were telling her it's a bad idea, but she stuck with it, and it ended up successful.

[@awhimsyreader9015]

​@@Poopoopants420 being anti-establishment means being socially conscious about the worlds issues and humanities and in general english teachers and libraries tend to be the most socially concious spaces as that subject highly encourages critical thinking which is very important when it comes to being a socially conscious person

[@San-li9ml]

Let's talk about your fall off

[@faberquidam]

🪞

[@Miolaurent]

In germany we say: delete yourself Take this as advice

[@KaraokeAngels]

Charli wasn't mistaken as Lorde by Priscilla (the interviewer). It was a skit. Charli has discussed an experience she had with a taxi driver who did think she was Lorde, though. But the video of Priscilla and Charli isn't her getting "mistaken"