KEY INSIGHTS:
"Brat" summer, marked by a carefree, rebellious style, was the first ‘Gen-Z’ trend to gain mass market acceptance, shifting fashion dynamics.
The "Demure" trend emerges as a reserved and modest reaction to the audacious "Brat" aesthetic.
Polish and CEE brands must navigate global trends carefully, balancing cultural relevance with potential ‘cringe’
To stay relevant, local brands must assess how to align with or adapt global trends like "Brat" and "Demure" without alienating their core markets.
Certain fashion trends can be summed up in a single word, and this past summer was all about "Brat." The “brat” aesthetic, celebrated as carefree, messy, and audacious, has been resonating strongly with younger customers.
As we transition to fall, the "Demure" counter trend, characterised by modesty and understated femininity, is gaining momentum. But will young Polish consumers flock to brands like Massimo Dutti and Reserved for their demure looks? Unlikely. While Central and Eastern European fashion has a naturally demure focus, local brands must carefully navigate the line between cultural relevance and coming off as inauthentic or ‘cringe’.
Brat Summer: The Rise of Unapologetic Style
The summer of 2024 was defined by the “Brat” trend, a celebration of audacious and carefree fashion. Charli XCX, the pop icon behind the trend, described the brat aesthetic as “trashy” yet cool, with essentials like a strappy top and a Bic lighter embodying the ethos. This look dominated TikTok and was fully embraced by Gen Z, signalling a shift in fashion power dynamics where younger consumers are now the trendsetters.
I personally observed Bershka stores packed with young shoppers in Poland’s largest cities, eager to adopt the brat style. This shift away from the perfectionism of Instagram-driven millennial trends marks a significant cultural moment where authenticity and imperfection are celebrated.
Case Study: House – Capturing the Brat Spirit
House stands out as one of the few local brands that truly captured the essence of "Brat" summer. Their strategy was multifaceted:
E-commerce with Influencer-Generated Content: House leveraged influencer marketing to drive engagement through their "Influencers' Faves" section of their ecommerce. This strategy tapped into the authenticity and relatability of influencer culture, making their online presence resonate strongly with the "Brat" aesthetic.
Fresh Denim and Jersey Collections: House introduced a collection focused on fresh and updated denim and jersey items—essentials of the "Brat" wardrobe. These items were not only trendy but also affordable, appealing to the fashion-conscious yet budget-minded Gen Z.
Embracing the Brat Trend on Social Media: On their Instagram, House embraced the "Brat" trend directly, featuring a brat green and arial font post for festival season.
House's ability to blend global trends with a regional identity has positioned it as a leader in the youth CEE fashion market, showing that local brands can indeed capture and lead in trend-driven markets.
The Counter-Trend: Demure Fall
As summer fades, so does the brat trend, giving way to its counter trend: “Demure.” This trend, which began gaining traction this month, embraces modesty, restraint, and a return to understated elegance. The demure look, popularised by TikTok influencer Jools Lebron, is about being quietly confident and self-aware. It’s a reaction to the brashness of brat summer, offering a softer, more polished alternative.
However, the question arises: Will this trend resonate with young consumers in Poland and CEE? While the region’s fashion culture tends to align with demure aesthetics, it’s unlikely that youth will turn to brands like Massimo Dutti or Reserved for this look. Instead, they may seek brands that can blend global trends with local sensibilities.
What’s Next for Polish and CEE Brands?
For brands in Poland and CEE, the challenge lies in striking the right balance between global trends and local cultural relevance. Embracing the demure trend without losing touch with the youthful energy that drove the brat summer will be key. Brands must avoid appearing out of touch or cringe-worthy by understanding the nuanced preferences of their young customers.
Rather than simply mimicking global trends, Polish and CEE brands should focus on integrating these influences into their existing brand identities. By doing so, they can stay relevant and appeal to both global and local audiences, ensuring long-term success in a rapidly changing fashion landscape.