(Yes, I’m Talking About Brat Summer and Demure Fall)

Here we go again — another day, another TikTok trend, and this time it’s Brat Summer and Demure Fall. If you haven’t already been bombarded with these catchphrases, you’ve either been living under a rock or you’ve developed an impressive ability to avoid mindless scrolling. Either way, congrats.

But for the rest of us, these microtrends have been shoved down our throats by influencers who, frankly, aren’t even sure why they’re doing it. Yet here we are — another cycle of brands scrambling to latch onto the latest viral trend, praying they look relevant in the process.

Brat Summer: The Rebellion No One Asked For

Let’s start with Brat Summer. This trend, like many others, somehow managed to tap into that delicious mix of rebellion and nostalgia. Bold, bratty, and deliberately unpolished, it took TikTok by storm — and of course, brands followed. Charli XCX gave us the soundtrack with her album Brat, and before you knew it, neon green was everywhere. Rebellion against polished aesthetics? Sure. But do you really think brands like Nike are here to support your inner brat? Let’s be real, they’re likely just cashing in on the “raw” aesthetic to sell you sneakers.

Brat Summer is less about individuality and more about teenage angst. Brands played up the brat narrative, riding the wave of “authenticity” — because nothing says authentic like a carefully curated ad campaign with influencers who were probably handed a neon green outfit and told, “Just act bratty.” So much for rebellion.

Demure Fall: Subtle as a Sledgehammer

And then came Demure Fall, the antithesis to all that brattiness. TikTok creator Jools Lebron gave us this trend with her “very demure, very mindful” work outfits, and suddenly we’re supposed to believe that subtlety is the new loud. Except it’s not. Demure Fall is just as in-your-face as Brat Summer — only now we’re pretending it’s classy because it’s quiet.

Marc Jacobs and Dunkin’ Donuts hopped on this bandwagon, as if their customers actually believe in the irony of pairing “mindful” with mass-produced consumerism. And don’t even get me started on the lawsuit — some random guy in Washington trying to trademark the phrase. Seriously, the race to monetise every shred of viral content is getting ridiculous.

Microtrends Are the Fast Fashion of Marketing

Hear me out: microtrends are the fast fashion of marketing. They’re quick, and fleeting, and if brands aren’t careful, they’ll end up looking as disposable as the trends they chase. Of course it’s fun to ride the wave of what’s hot, but do you really want to be the brand that’s always two steps behind, desperately trying to stay relevant by hopping on the latest viral sensation? Because that’s what’s happening. Brands are treating these trends like lifelines, when really, they’re more like fads that will fade into obscurity just as quickly as they appeared.

What’s worse is that these microtrends rarely align with long-term brand strategy. Chasing viral trends is like running on a hamster wheel — you’re expending energy without moving forward. It might keep you visible, but at what cost? Authenticity goes out the window when you’re switching from bratty rebellion one minute to demure elegance the next. It’s a branding identity crisis, plain and simple.

Now, don’t get me wrong, I absolutely loved the Brat & Demure trends; what I disliked was how quickly brands killed them both by overdoing it:

The False Promise of Cultural Relevance

Brands are obsessed with being “culturally relevant,” but in their rush to stay trendy, they’re losing the plot. They want to be part of the conversation, but — they’re not leading the conversation. They’re playing catch-up, trying to weave their way into whatever’s trending that week. And yes, they might get a few extra likes or retweets, but what happens when the trend dies? The audience moves on, and so does their loyalty.

The real winners are the brands that know how to play the long game. They don’t jump on every viral trend that hits TikTok. They understand their identity and how to integrate cultural relevance without selling their soul for a few viral moments. That’s the difference between staying power and being a flash in the pan.

Don’t Get Played by Microtrends

At the end of the day, microtrends like Brat Summer and Demure Fall are fun distractions, but they’re not going to build brand loyalty. If you’re in marketing, you should be looking at how to engage your audience beyond these fleeting trends. Absolutely, ride the wave if it aligns with your brand, but don’t make it your entire strategy. Because as soon as the trend dies, you’ll be left scrambling for the next one.

And trust me, there’s always another one around the corner.