Brat Summer is so 2024. Here's what's next...

There was one dominant vibe in the warmer months of last year, northern hemispherically-speaking.

(Yes that’s a word. No don’t look it up.)

One vibe to rule them all.

Brat Summer.

Before that, we had Barbenheimer Summer. Before THAT, the predecessor, the original, Hot Girl Summer. Of course, with spring comes the seasonal trend predictions – what colours and patterns are in (florals? Groundbreaking!), what will be the “song of the summer,” and what’s the drink that we’ll all mindlessly consume on nights of bliss/oblivion?

However, these things are no longer enough in isolation since we started branding the whole season.

It must now strongly wield a clear title. And since Charli XCX seems to be the decider of such things, I-D looked to her Coachella performance to decipher what may be in store for the dog days of this year.

So, here they are, along with a few ways you can incorporate these themes into your campaigns over the coming months. Marketers, eat your pretty hearts out.

Crash Out Summer (aka: capitalism is melting, and so are we.)

Disassociation chic. Think heatstroke, techwear from a Berlin flea market, designer socks in a 110°F abandoned mall.

For marketers:

• Own the chaos. Lean into messy, frayed, imperfect storytelling.

• Visual palette: Butter yellow (fake optimism), washed-out mint, end-of-day mauve.

• Fashion inspo: Sheer, scorched, slouchy. Miu Miu meets Sims but the thermostat is stuck at 110°F.

• Mood: It's not dystopia. It's just... Tuesday.

Idea: Launch campaigns that embrace the collapse lightly—"Summer Sale, Even If It’s the End of the World" energy.

Same Girl Summer (aka: stand out by blending in.)

Claw clips, white tanks, medium wash jeans. Everyone is twinning on purpose because it's all about group aesthetic over individuality.

For marketers:

• Lean into "community over individuality." Think matching merch drops, friend bundles, twinning sets.

• "Find your people" storytelling > "be unique" storytelling.

• Retail tip: Everyone wants their version of the same thing. Micro-variations are key (colourways, slight tweaks).

Idea: Create "same but different" capsule collections or group activations that celebrate matching.

Capri Sun Summer (aka: rich in vibes, poor in PTO.)

Everyone is pretending they’re permanently on a yacht off Capri. Ambiguously wealthy slacker energy.

For marketers:

• Sell the soft life, even if it's fake. “Work from anywhere” campaigns, rich-uncle aesthetics.

• Time-sensitive offers: Think “Out of Office after 1PM" specials.

• Lifestyle brands: Flex on “experiences > things.”

Idea: Brand collabs with boat shoes, rosé, and linen shirts (no actual yacht needed).

Amoeba Boyfriend Summer (aka: no thoughts, just vibes.)

Forget Golden Retriever Boyfriend. We’re down to single-cell organisms. Passive, non-committal, ambient presence.

For marketers:

• Celebrate low-effort everything. No big "life-changing" promises. Just vibes.

• Products that "exist with you": cosy wearables, ambient playlists, lazy skincare.

• Messaging tip: Lower the energy required. Think: "It’s here if you want it."

Idea: Market products as the ultimate "non-boyfriend" energy—they won’t ask anything of you.

Cringe-Core (aka: earnest is back, baby.)

Dancing badly in the supermarket. Posting emotional Instagram captions with Natasha Bedingfield lyrics UNIRONICALLY. This has been bubbling for a while and it’s finally here.

• Ditch irony. Embrace cringe and vulnerability in campaigns.

• Encourage self-expression without polish. User-generated content = gold.

• Feel-good > Cool: Campaigns that make people FEEL proud, silly or seen will win.

Idea: Launch a "Cringe is Courage" summer series, rewarding the most adorably embarrassing community posts.

So, what have we learned from all this?

• "Real" is hotter than "cool."

• "Group identity" beats "main character syndrome."

• "Life is messy," and that's your brand opportunity.

Or, you could take the full Nietzsche approach and say who cares, none of this means anything, enjoy your summer. You have free will, and that has nothing to do with me x

-Sophie, Writer