‘Kamala IS brat’: Harris campaign goes lime-green to embrace the meme of the summer

After Kamala Harris announced her bid for president, she reportedly raised a record-breaking $81m donations in just a day – but her most culturally powerful endorsement may have come from a single tweet.

As nearly all Democrats rallied behind the vice-president offering support in tweets and TV interviews, a perhaps unlikely voice weighed in: the British pop singer Charli xcx, who tweeted, “kamala IS brat.”

That’s high praise from the musician, who released her album, also titled Brat, last month. Brat is not just a name, but a lifestyle, one inspired by noughties excess and rave culture.

The archetypical brat, Charli explained on TikTok, is “just like that girl who is a little messy and likes to party and maybe says some dumb things sometimes, who feels herself, but then also maybe has a breakdown, but kind of parties through it”.

Brat summer essentials, again according to Charli , are “a pack of cigs, a Bic lighter, a strappy white top with no bra”.

Perhaps most importantly, Charli chose a neon lime backdrop for her album cover, one that’s sickeningly sweet, representing both the highs of a long night out and the impending crash of a hangover.

Related: Beyoncé gives permission to Kamala Harris to use song on campaign trail – report

Canonical brats include the actor and model Julia Fox, who appeared in the music video for Charli’s 360 alongside a cast of fellow proclaimed it girls such as Chloë Sevigny, Hari Nef, and Emma Chamberlain. Now, Harris joins their ranks.

Soon after receiving Charli’s apparent approval, the Harris campaign’s official Twitter page ( @kamalahq ) changed its backdrop to brat green. Charli’s song 365, an ode to “bumpin’ that” – meaning beats, and club drugs – soundtracks one of the team’s TikTok videos.

Politicians have long used celebrities to court the youth vote, walking a fine line between speaking their language and grasping for relevancy. Millennials considered Hillary Clinton’s infamous “Pokémon go to the polls” line from 2016 peak cringe. Last year, Taylor Swift urged fans to vote in primaries – she didn’t say who for – driving a surge in voter registrations.

Gevin Reynolds, a former speechwriter for Harris, said he believes it’s “extremely smart for her to lean into the meme”.

“It shows a recognition of how critical young voters are to winning in November, and a commitment to meeting them where they are.”

So far, there’s been little Brat back-lash, though pundits over the age of 35 seem confused by the topic. CNN’s Jake Tapper dedicated a roundtable to the topic, concluding that he “will aspire to be brat”. Stephen Colbert took up a Brat-themed TikTok dance during The Late Show.

David Hogg, a survivor of the Marjory Stoneman Douglas High School shooting and gun control activist, wrote on X that “The amount [Charli’s] single tweet may have just done for the youth vote is not insignificant.” He later confirmed that “Nancy Pelosi has been informed of the meaning of Brat”.

Memes alone do not win elections, but Charli’s tweet livened up a race that Harris’s bid had already revived. But there is more to be done. Kelley Heyer, the TikTok creator who choreographed a popular dance to Charli’s song Apple, said: “If Kamala wants to be brat, then she needs to promise to legalize and protect abortion at a federal level. And also wear apple green.”