It started as the branding for Charli XCX's album Brat, then won over the internet and Kamala Harris' presidential campaign.
The colour entered the zeitgeist as the branding for Brat, an album released in early June by British pop provocateur Charli XCX, 31.Not just any green, but a hue so affronting that fashion news media has described it as “noxious”, “abrasive” and the colour of “bilious sludge”. Picture Gumby with jaundice. Picture a Bottega Veneta handbag, dipped in Nickelodeon slime.
But then a funny thing happened. The intentionally repulsive colour won over the internet, and then the summer, and then, at a pivotal moment, an entire presidential campaign.Charli XCX was once for the young and ironically tattooed. Now, she is being distributed to the masses. If American artist-activist Shepard Fairey’s Hope poster of former US President Barack Obama was the lasting design of the 2008 election, the Brat album cover may be its 2024 successor: earnest, if slightly muted, red, white and blue, swopped out for a distinctly unpatriotic, uneasy digital green.
Life Listens: Shazza on Music Lab podcast, new music from Sabrina Carpenter, Lee Young-ji, Charli XCX and EminemWhen Brat dropped, people were joking that this must have been the world’s easiest album cover to design. Was that the case? There’s a stretch to it, to give it a personality. And it’s kind of awkwardly placed on the cover – it could have been very small and tasteful or very large and loud. To have it not go one way or the other, it’s almost opinionless, which I think is a really important part of the energy behind it.
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