Kamala Harris has launched a distinctive rebranding of her campaign’s online presence by aligning with a social media trend inspired by Charli XCX’s Brat album. This move marks a significant shift in how the vice-president is presenting herself to the public as she gears up for the 2024 presidential race.
The “Brat” Trend and Its Influence
Charli XCX, a prominent pop star, released her sixth studio album, Brat, which has sparked a notable trend on social media. The album’s cover features a minimalist lime green design with the word “brat” in low-resolution Arial font. The aesthetic of Brat represents a departure from the “clean girl” look popular on platforms like TikTok, embracing a more rebellious and carefree style.
Charli XCX has described the concept of “brat” as embodying a person who is unpolished, enjoys partying, and embraces a certain raw honesty. This concept contrasts sharply with the highly curated and groomed ideals often promoted online.
Harris’s Rebranding Strategy
In response to President Joe Biden’s announcement that he would not seek re-election, Kamala Harris has seized upon Charli XCX’s endorsement and the Brat trend to revamp her campaign’s image. The campaign’s official social media account, previously known as Biden-Harris HQ, has been renamed to “Kamala HQ” and rebranded with a lime green color scheme reminiscent of the Brat album cover.
Charli XCX’s tweet, “kamala IS brat,” has garnered significant attention, receiving almost nine million views within hours of its posting. This endorsement and the associated social media buzz have been used strategically by Harris to appeal to younger voters and position herself as a relatable, modern candidate.
Campaign and Social Media Shifts
The Harris campaign’s new branding includes:
- Lime Green Theme: The campaign’s X (formerly Twitter) profile now features a lime green photo matching the Brat album cover.
- Memes and Trends: The campaign is actively engaging with memes and the #bratsummer trend, which has amassed nearly one million posts on TikTok. This includes reposting memes and incorporating pop culture references into their messaging.
- Youth Appeal: By adopting the Brat aesthetic and aligning with Charli XCX’s rebellious image, Harris is targeting a younger demographic that resonates with the more relaxed, honest persona promoted by the trend.
One recent viral video features Harris recounting a humorous anecdote about her mother during a White House event, which has been remixed with Charli XCX’s music. This blending of personal stories with trending music helps humanize Harris and connect with a broader audience.
Campaign Name Change and Official Filing
The Harris campaign has also officially filed to change its name with the Federal Election Commission. The new name, “Harris for President,” reflects her transition from vice-presidential candidate to a presidential contender. The previous Biden-Harris HQ page, which focused heavily on memes about President Biden, has been updated to reflect this new branding strategy.
Kamala Harris’s campaign is leveraging contemporary cultural trends and social media dynamics to reposition herself as the candidate of choice for a younger, more dynamic voter base. By integrating Charli XCX’s Brat aesthetic, the campaign is aiming to enhance its appeal and differentiate Harris from her competitors in the 2024 presidential race.
