Tacky, hedonistic, exuberant and confidentーthis is the party-girl mindset that accompanied the June 7 release of Charli XCX’s sixth studio album, “Brat.” The album, produced by the British pop star, forged in fire the hottest trend of the season, “Brat Summer.”

Either everything on everyone’s TikTok For You page (FYP) was that one shade of fluorescent, affronting green, or everyone was “so julia” (in reference to the “it girl,” Julia Fox). But, like a swinging pendulum, the trends quickly moved in contrast to the “party-girl” mindset of “Brat Summer,” to a more modest, reserved and clean mindset: “Demure Fall,” after TikToker Jools Lebron, posted a video amassing 35 million views in two weeks.

Undoubtedly, after the switch up, the bridge from this pop culture to social media phenomenon has raised concerns about the authenticity of embracing trends from solely genuine interest. Although internet users deem the sudden shift in aesthetic as merely a choice, the sudden switch up is too quick to suggest so. 

According to Holistic SEO, 56% of polled users experience Fear of Missing Out (FOMO) and 48% feel they’re missing out on experiences. Studies by the Data and Marketing Association show how trends are moving faster than ever on social media platforms such as Tikok, X and Instagram, pushing the idea that if you’re not online enough, you might miss out on even more things.

In addition, the recent surge in Charli XCX’s online popularity has inspired the latest mantra being embraced by not only Gen Z-ers, but also notable figures, such as presidential candidate Kamala Harrisーwho has embraced Brat as a campaign marketing strategy on X.

Despite the praise for “Brat,” the never ending cycle of trends says otherwise from the hype; parallel to the “clean girl aesthetic,” popular in 2023, the switch to  “Demure Fall” calls back to a previous trend categorized by minimalist beauty and style.The resurgence and attention back to this “demure mindset” from Brat reveals a troubling trendーit suggests that the lifestyle principles once promoted and preached by “Brat Summer” are now dismissed as outdated, only adding value if it aligns with societal norms for its time.

According to Horizon Media, a study evaluated 1,000 types of Gen Z-ers generated content across popular apps to find emerging themes and groups, with 91% ages 18 to 24 stating they’d reject mainstream media and are more drawn to niche subcultures and genres. Ironically, despite “Brat Summer” being a niche style, the album’s claim to break the norms is overshadowed by its overexposure and interaction based on popularity. The fleeting hype and lack of substance given the attention of the public creates more surface appeal over any creative significance within the album itself, making it more about aesthetic appeal than artistry. As soon as something isn’t in vogue anymore, trends die down as fast as they peak. 

On Sep. 2 Charli XCX X-ed “goodbye forever brat summer,” closing an era as the seasons changed. In their respective ways, we can recognize both how ‘Brat’ garners attention and confidence, while ‘Demure’ earns recognition through being put-together. But in the end, it’s ok if you don’t have the ability to hop on new trends or have FOMO from certain social media apps. Instead, find platforms and places where you can express yourself- whether it’s Brat, Demure or a new style uniquely to you.