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By Lydia Patrick
Life & Trends Reporter
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Party girls, rejoice! It is officially the dawn of Brat girl fall as Charli XCX declared the chaos will outlive the summer season in a new remix.
Who said all good things must come to an end? The pop icon shared a mash-up of her hit "360" and Fleetwood Mac's "Dreams" in a video that garnered 435,300 likes and 2.1 million views.
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"I'm in Poland and there's a whiff of autumn in the breeze... Something is shifting," she shared on the video where she mimed into the camera sporting a pair of black rave goggles, a sure sign the party is not over yet.
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Lindsey Buckingham, the lead guitarist of Fleetwood Mac, is behind the inspired recording which has since gained viral traction, in the lead-up to a new feral season.
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What Exactly Is 'Brat'?
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Released on June 7, Charli XCX's album Brat has enjoyed massive international success, celebrating hedonism, messiness, and audacious partying.
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The album sparked a worldwide social media movement, with fans embracing the chaotic energy through the viral "Apple" dance.
Subsequent remixes like "Girl, So Confusing" with Lorde and "Guess" with Billie Eilish made sure the sun did not set on Brat summer.
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Charli herself defined the "brat" ethos: "You're that girl who's a little messy, loves to party, says dumb things sometimes, and maybe has a breakdown—but parties through it. It's honest, blunt, a little volatile."
The "365" singer even awarded Kamala Harris the official "brat" accolade in a tweet after it was revealed she was entering the presidential race.
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She wrote: "Kamala IS brat."
In response, Harris's social media team relished in her "ratification", turning the banner of her X page lime green, a nod to the album's cover.
It comes as people speculate the end of "Brat Girl Summer" in exchange for "a very demure, very mindful" fall.
"Yes, things are shifting. We're demure now ...very cutesy," one user commented on Charli XCX's post.
What Is 'Very Demure Fall'?
Popular TikToker Jools Lebron (@joolieannie) started the trend at the beginning of August as she showcased how to be demure at work through her faultless make-up, straightened wig and a classy spritz of perfume.
"Very demure, very mindful. Let's not forget to be demure divas," she said on the TikTok which amassed 573, 500 likes and 5 million views.
Demure refers to a person, typically a woman, who is reserved, modest, and shy in manner or appearance. It conveys a sense of quiet elegance and understated behavior.
The self-confessed diva quickly went viral with thousands of TikTokers emulating being demure in a variety of settings.
Influencer, Campbell Puckett, more commonly known as Pookie (@campbellhuntpuckett), shared her satirical take on how to be demure as she used a knife and fork to eat a croissant.
"You see how I eat this? I'm very modest. I'm very demure. I'm very cutesy. I get the perfect bite. Not too big, not too small. I'm not messy. I don't like crumbs," she shared as she elegantly tucked into her baked good, receiving 2.9 million views.
Sabina Brdnik, a marketing and digital production specialist at tretton37, explained that the "Very Demure, Very Mindful" trend is mainly a tongue-in-cheek and satirical movement, not to be taken too seriously.
It involves exaggerating ordinary activities by describing them as "very demure, very mindful," contrasting sharply with the"Brat Summer" trend.
This new trend has quickly spread from TikTok to other social media platforms like Twitter and Instagram, with even celebrities and brands joining in on the fun.
"All in all, it's essentially the antithesis of the 'Brat Summer' we saw earlier this year.
"While 'brat summer' was all about embracing chaos, this new trend ironically celebrates restraint and modesty," she told Newsweek.
Brat Girl Autumn or Bratumn
Originally dubbed "Brat Girl Autumn", presumably because Charli XCX is from London, it's synonymous with its American counterpart "Brat Girl Fall."
The song has already soundtracked 3348 videos on the app as users celebrate the continuation of Brat's frivolous legacy.
"This mashup feels like the transition from summer to fall," shared Eric (@ caramelsoprano) in a video which amassed 709,300 views.
Another user shared a video of an ornament of witches huddled around a cauldron. "Me and my friends going from brat summer to brat autumn," he wrote on the text overlay in the video which received 483,200 likes.
"Bratumn," one user added.
Though one user voiced a collective sense of confusion: "Is it bratumn or demure fall, I need answers," the viewer said.
Zoe Mumba, the senior manager of PR and communications and Bitmovin, weighed in on what she expects to be a continuation of the unapologetic zeitgeist.
"Brat Girl Autumn will be a continuation of 'Brat Girl Summer' which is the embrace of pleasure-seeking and imperfections.
"The party won't stop but it will go inside to the club which feels like the natural home of Charli XCX's latest album.
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"I'm envisioning bold eyeliner, coupled with Doc Martins and bad decisions, which feels like the complete opposite of 'Very demure, very mindful.' Clearly, Charli XCX has enjoyed owning the summer and is ready to dominate another season, and long may it continue," she told Newsweek.
Lindi Mngaza, a social media expert and founder of Explode Social Media, highlights that while the "demure, mindful" trends on TikTok cater to a desire for calm and simplicity, "Brat Girl Autumn" offers an alternative for those who embrace bold self-expression.
She believes this trend could inspire a wave of more daring and unfiltered content as we move into the autumn season.
Saoirse Cleary, creative strategy director at MG Empower a marketing agency, believes Brat is more than just a sweeping trend.
"Whilst 'very mindful, very demure' might have taken over social feeds the past few weeks, its longevity can't compete with that of the brat girl movement. Brat summer, brat autumn, brat winter...its influence isn't bound to one season and isn't a flash in the pan," she told Newsweek.
According to Cleary, Brat embodies a rebellious energy that young people worldwide are embracing, directly rejecting the "clean girl" aesthetic and restrictive social norms that have dominated mainstream trends. Instead, celebrating life's beautiful messiness.
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