A Marketing Masterclass: That's brat.

Charli XCX’s Brat album is a powerful blend of music and persona, capturing a rebellious attitude that feels raw and real. The best brands create more than just products—they create emotions. Brat does this by speaking directly to those who don’t fit into society’s polished, aesthetic mould.

By urban dictionary definition, "'brat' is an unapologetic party or “messy” girl aesthetic for the summer based on the vibes of Charli xcx’s new album “brat.” Often including a hot yet trashy appearance and a lighter and sunglasses always on hand, the trend gained popularity on TikTok after the album’s release."

Charli’s openness about life and womanhood in the album, especially in moments like Talk Talk where she taps into the vulnerability of waiting for someone to make the first move, and I think about it all the time when she discusses the best time to have children with a busy career and running out of time, are both refreshingly honest.

What’s truly remarkable about Brat is how it targets a persona that hasn’t been captured this well in pop culture. In a world driven by filters and idealised standards, Charli’s brand resonates with those who embrace the imperfections and chaos of life, unapologetically. The feeling of being yourself, flaws and all, creates such a loyal following. A move away from the 'clean-girl' aesthetic.

It's a marketing masterclass. Charli, who describes herself as "the opposite of an overnight success," shows how growing in confidence and refining your craft over time pays off. Her journey resonates with me, especially as it’s been eight years since I founded FOMO. Like Charli, I’ve learned that building something meaningful takes time, dedication, and belief in what you’re putting out into the world—whether that’s music or physical product.

FOMO: Cultivating the Spirit of Joy and Freedom

When I founded FOMO, my goal wasn’t just to create a product—it was to foster a brand that resonates with people who love their sport for the pure joy of it and allow them to focus on that in products they trust. I didn't want it to be another traditional equestrian brand. Whilst often with a small team and lack of funds you can find yourself in that rut.

FOMO is about living in the moment without fear of judgment. It’s for those who push themselves to enjoy the experience, not for external validation but for the simple thrill of doing what they love. FOMO’s energy comes from that fearless, get-up-and-go attitude, where life is about seizing every opportunity and experiencing joy without inhibition, whether from equipment or risk of injury. When people first buy or sign up for the mailing we often say 'Welcome to the FOMO Family' and have a small but growing number of cult followers since our flagship product launched in 2020.

Taking the "Brat" Vibe Into FOMO: Embracing an Unapologetic Standout

What I want to take from Charli XCX’s Brat is that unapologetic vibe—the confidence to stand out from the crowd and be something that not everyone will love but that some will be fiercely loyal to. Just like, Brat, FOMO isn’t for everyone, and that’s intentional.

This is not a brand for sheep but for those who believe in innovation and taking steps forward; not only for better-performing products but for sustainability and more.

Charli XCX’s Brat and the remix album Brat and... throw out the rulebook, blending genres and pushing creative boundaries. This approach of remixing, reimagining and breaking convention can easily translate to product development. It’s about taking something existing and rethinking it—innovating through iteration. At FOMO, I aim to apply this same mentality, staying flexible and fearless in improving our products, always ready to disrupt the norm and deliver something fresh, just like Charli does with her music.

At FOMO, we aim to continue being bold and slightly “Marmite”—either you get it, or you don’t.

As a brand FOMO is about being real, having conviction in our beliefs and product know-how, standing out and proudly walking our path, no matter how different it may be from the norm.

Plus, it's about having fun doing what you love.