Charli XCX boosts Kamala Harris campaign with ‘Brat’ endorsement

WEB DESK: After United States President Joe Biden announced his withdrawal from the upcoming presidential election, Vice President Kamala Harris quickly garnered endorsements and support, including a significant nod from pop star Charli XCX.

Charli XCX trended for her recent album “Brat”. The British singer described Harris as embodying the “brat” persona—a characterisation that has sparked a cultural movement among fans.

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In Charli XCX’s lexicon, being a “brat” is about being a “confident yet occasionally messy” person, unafraid to express oneself honestly and bluntly. The characterisation has resonated widely with younger audiences who have embraced the “brat summer” lifestyle.

The “brat” persona is known for its bold fashion choices, fearless self-expression, and a preference for living life loudly.

Harris’ campaign has strategically embraced this cultural trend, seen in their adoption of an aesthetic reminiscent of Charli XCX’s “Brat” album cover. Such a “branding adjustment” indicates Harris’ effort to align herself with contemporary cultural movements to connect with younger voters.

The fusion of “brat” memes with Harris’ political trajectory shows her campaign’s strategy of using social media and cultural references to resonate with younger demographics, in contrast to Trump, whose voter base is predominantly centered around Boomers.

Beyond mere symbolic gestures, Harris’ embracing “brat persona” is seen by experts as an “effective” use of social media and cultural references to rally support from younger voters.

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As a late-entry Democratic candidate, Harris’ campaign appears focused on employing diverse strategies to appeal to different generations. Specifically with Gen Z and younger millennials, it appears to be leveraging pop culture.