US Vice President Kamala Harris’ new X banner is a tribute to Charli XCX’s ‘Brat’ | Photo Credit: X/@KamalaHQ
Vice President Kamala Harris has already taken a surprising turn in her presidential campaign, capturing the hearts and minds of young voters in a way few expected. Following President Joe Biden’s announcement that he would not seek re-election and endorsed Harris for the Democratic nomination, a wave of endorsements, including from pop star Charli XCX, has put Harris in the spotlight as the “meme queen” of the 2024 US presidential election.
The “Brat” phenomenon
The pop sensation known for her fiery, rebellious personality, Charli XCX, declared on X (formerly Twitter) that “Kamala is a badass” — a statement that quickly went viral. The term “brett” derives from Charli’s sixth studio album, which features a distinctive lime green cover and a rebellious, carefree ethos. This concept of being “brett” — someone who is unashamedly themselves, even if a little messy or disheveled — seems to have kept fans occupied all summer.
Harris’s campaign has cleverly taken advantage of this trend: her campaign’s social media presence has been altered to reflect a “brat” aesthetic, with lime green visuals and references to Charli XCX’s album art. This rebranding effort has made Harris more relatable and appealing to her Gen Z demographic that values authenticity and a defiance of conventional norms.
The “Coconut” Effect
Another viral moment from Harris’s past has also resurfaced, contributing to her meme queen status. During a White House ceremony in 2023, Harris recalled a phrase often used by her mother: “You think you just fell out of a coconut tree?” The phrase has since been adopted by her supporters, including politicians like Hawaii Senator Brian Schatz and Colorado Governor Jared Polis, who show their support using coconut and palm tree emojis.
The “coconut tree” meme became a major issue in Harris’ campaign and has since taken on a following of its own, leading to the creation of the hashtag #OperationCoconutTree and numerous coconut-themed posts on social media platforms
Effect on the campaign
Charli XCX’s endorsement has sparked a flood of memes, merchandise and social media posts that have established Harris as a pop culture icon. The official campaign account, @KamalaHQ, now displays a banner in the style of the “Brat” album cover, furthering this viral trend.
This strategic use of memes and social media trends has breathed new life into Harris’ campaign. By aligning herself with “brat” culture, Harris has tapped into a movement that values self-acceptance and imperfection, qualities that resonate with people under the age of 30. As the race progresses, it will be interesting to see how the strategy evolves and whether it can translate into solid electoral success.
