Blog: BRAT summer

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‘Brat’ summer and the dilemmas of going mainstream

Cover image for ‘Brat’ summer and the dilemmas of going mainstream
Tatiana Cirisano
It has become a rule of thumb that the moment corporate America begins capitalising on a trend, that trend begins to die. Cultural fragmentation has helped niches and scenes flourish, but it has also left large corporations that depend on mainstream products hungry for relevance — and willing to do anything to tap into the zeitgeist, including wringing cultural moments dry.
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