Charli XCX’s latest album, brat, showcases her rebellious spirit and her dedication to challenging the norms of pop music. The album artwork, featuring black pixelated text on a green backdrop, initially faced skepticism from her creative team, including creative director Imogene Strauss. However, Charli’s vision was clear: to provoke thought and elicit strong reactions, even if negative. Photographer Terrence O’Connor highlighted that Charli’s goal was to generate discussion and defy expectations.
From the beginning of her career, Charli XCX has been an unconventional artist, carving out a unique space in the music industry. Her success, from early hits to her current work, has solidified her as a central figure in pop’s counterculture. Brat, her sixth album, not only confirms her unique position but also delves into the tension between commercial success and critical acclaim, a theme she explores in the song “Rewind”.
The album rollout received praise from prominent artists such as Katy Perry and Lorde, who admired Charli’s distinctive style and music. This recognition underscores Charli’s influence and her ability to inspire through her originality and boldness.
Stylist Chris Horan, who began working with Charli before her 2022 album Crash, describes her aesthetic as bold and deliberately imperfect, setting her apart from mainstream pop. Charli’s journey from performing at illegal raves in London to becoming a symbol of counterculture within pop highlights her ability to bridge the gap between mainstream and alternative music.
Charli’s ambivalence towards achieving commercial success versus critical acclaim is a defining aspect of her artistic philosophy. In her Billboard Women In Music Powerhouse interview, she discussed this internal struggle, ultimately embracing a position of not prioritizing either. This attitude is evident in her brat album art and her distinctive, unpolished look, resonating with fans and artists who are tired of the safe aesthetics of the 2010s.
Charli’s willingness to take risks and challenge norms extends to her public persona, including her social media presence where she often trolls fans and addresses copycats on TikTok. O’Connor points out that Charli’s constant stream of new ideas makes her difficult to replicate.
The brat album rollout featured notable events such as her viral Brooklyn Boiler Room rave and the provocative “360” music video. These moments encapsulate Charli’s ability to stay ahead of trends, despite the challenges that come with being a trailblazer. Strauss reflects on Charli’s comment that “it’s hard to be ahead,” acknowledging the difficulty and unique position it places her in.
Ultimately, brat is a testament to Charli XCX’s confidence and defiance. The album’s assertive lyrics and bold declarations underscore her fearless approach to music and life. As Horan aptly puts it, Charli’s refusal to conform makes her career enviable and her essence inimitable. Her journey and artistic evolution reinforce her status as a singular force in the music industry, continuing to redefine what it means to be cool by being unapologetically herself.
