On Monday, President Biden’s former campaign profile on social media service X was updated with a neon green banner reading “kamala hq,” marking the official launch of Kamala Harris’ presidential campaign. The vibrant banner and campaign messaging reflect Harris’ alignment with Gen Z culture, particularly the “brat girl summer” trend popularized by British pop star Charli XCX’s album “BRAT.” This album encapsulates a summer of rebellious fun and explores the complexities of female experiences, themes that Harris’ campaign has embraced to resonate with younger voters.
The neon green motif intentionally mirrors the album’s cover art, symbolizing Harris’ connection to youthful energy and contemporary aesthetics. Harris’ campaign has cleverly leveraged viral TikTok trends, incorporating edits featuring the neon green color palette and popular tracks from Charli XCX’s album. These videos, blending Harris’ quotes with infectious music and meme content, have garnered substantial engagement, with one standout edit amassing over 2 million views. The hashtag #kamalaharris is currently trending on TikTok, underscoring the heightened interest and interaction from Gen Z users.
Charli XCX’s endorsement of Harris as a representation of the “brat” persona further solidifies Harris’ appeal to a demographic that values bold, unapologetic expressions. This alignment has been reinforced by viral posts integrating songs like Chappell Roan’s “Femininomenon,” effectively amplifying Harris’ visibility among young voters. This shift marks a significant departure from the challenges faced during the administration’s earlier stages, including low approval ratings and Harris’ previous presidential bid.
Beyond the digital realm, enthusiasm for Harris is translating into tangible support. The Democratic Lieutenant Governors Association has launched “demo(brat)” merchandise, positioning it as a way for “party girls” to express solidarity with Harris and endorse the broader Democratic agenda. This embrace of youthful, viral culture injects renewed optimism into the party amidst concerns about President Biden’s age and recent Republican gains. Harris’ campaign and its viral success are injecting fresh momentum into Democratic prospects as the November elections draw nearer.
