Separating herself from the “Brat” persona, humanizing herself, Charli XCX tackles touchy subjects while remaining authentically herself. Giving new life to “Brat Summer Forever.”
XCX paired with close friend and director Aiden Zamiri, along with the production company A24, to bring an original idea about navigating fame and the pressure of preparing for a debut arena tour.
Described as a mock-documentary, “The Moment” quickly became A24’s fastest-selling title according to Art Review Magazine. The film showcased a moody tone while remaining satirical, confronting ideas of newfound popularity and success, and staying true to the artist’s vision amid the massive success of the 2024 album, “Brat.”
Many have said “Brat” has well overstayed its welcome, giving the film mixed reviews: some being confused on the concept, while others, like Chiara Wilkinson at Art Review, have stated, it “may be our first genuinely smart movie about the machinations of modern fame.”
Since the era’s debut in summer of 2024, Charli XCX delivered a “Brat”-era performance at Coachella 2025, giving the audience a high-energy rave featuring surprise appearances from features in the album, Billie Eilish (“Guess”), Lorde (“Girl, So Confusing”), and Troye Sivan (“Talk Talk”), solidifying her role as a 2025 standout, including new visuals giving the audience “Brat Summer Forever,” thus making the album more than an era but a lifestyle.
“Over-staying the welcome” was the end goal for Zamiri, who said, “We were conscious of making sure that the timing actually interacted with the tension of Brat ‘overstaying its welcome’ in culture.” Originally, the film was set to debut in the autumn of 2025, but the album and its recent remix album were still in high demand. Thus pushing back the movie to feel more authentic to hit its mark.
The movie was shot for 26 days in London, and cinematographer Sean Price Williams was a huge part of the visual identity. The film, being almost entirely fictional and scripted, was also simultaneously made to feel accidental and spontaneous. The director of the movie utilized the camera itself as a main character, allowing the audience to feel one with the story instead of watching stressful and exhausting moments as the star (Charli XCX) pressures herself, rehearsing for the opening show.
Zamiri stated, “Two cameras were used at all times, which meant there wasn’t much of a need to be as careful with continuity and coverage.” Meaning that everyone was always on their toes, “We’d find a lot of magic in those accidental moments.” Even allowing for a few ‘breaking the fourth wall’ moments.
The friendship between Charli XCX and Zamiri was sweet and refreshing as they brought this vision to life. The original idea stemmed from Charli XCX’s own story, stating that she portrayed what could have happened. Charli stated during a livestream Q&A after the film, “I’ve been in the industry since I was 15 . . . I’ve been told I don’t smile enough or I should be doing this instead.”
Artists are frequently picked and molded to be what their labels want them to be; there’s been a history of the lack of control that artists have today. Pushing for artists to take more authority over their work.
This was a way for Charli XCX to break the wall between fanbase and artist to have a more human interaction, as information easily is misconstrued.
–Feb. 4, 2025–
