Few could predict which eclectic trio would sweep in with the chime of midnight on January 1, 2024: swamp, olive, and brat. Each seemed disparate but wondrously worked its way into the fabric, whether across catwalks, into cyberspace, or in ways of living, each leaving that certain taste on this particular zeitgeist.
The Rise of the Swamp Aesthetic
It all started as a TikTok trend. Smoky wetlands, muddy colors, and the eerie niceness of the wild were making rounds online, under the hashtag #SwampCore. Young creators fell in love with the swamp because of its rawness, resolute character, and mystery. Soon, brands took notice: Designers started pouring in collections inspired by swampy hues of moss green, murky brown, and misty gray that dominated the spring/summer runways.
But the aesthetic of the swamp was much more than that color palette; it was a real craving to connect back with the earth. The swamp, liminal, and full of life, feels like a call in rapid urbanization and digital overload to reconsider the wild inside and around us. Art installations mimicked the fluidity of wetlands; restaurants joined in, with foraged ingredients and cocktails named “Swamp.”. Even home decor leaned into the swamp vibe with earthy tones, heavy texture, and organic shapes to drive that sense of serenity onto solid grounds.
Olive: The Universal Neutral
Meanwhile, olive was carving its niche as the color of 2024. So, though “Apricot Harmony” by Pantone seemed to be this year’s Color of the Year, it only took olive green to pop up and overshadow it. Subdued, sophisticated, olive is one of those neutrals which plays off with the boldest brightest colors as beautifully as with subtle tones.
But olive’s allure wasn’t purely aesthetic; it was symbolic: peace, growth, and resilience in a color that seemed to echo across the world, which hankered for stability and renewal from an olive-skinned color after years of uncertainty. Fashion houses churned out capsule collections in which olive was their color du jour from sharp suits to streetwear staples. Beauty influencers championed olive-toned eyeshadows and nail polish. And interior designers extolled the virtues of olive as a beige or gray alternative.
But beyond fashion and design, Olive inspired a culinary renaissance. Olive oils became central to gourmet experiences, with artisanal producers emphasizing the particular flavors of their regions. And olive branches, long emblems of peace, started to pop up in wedding decor and corporate branding collective longing, it seemed, for harmony and unity.
The Brat Era
Then came “brat.” What started as an online meme, the brat character was the epitome of sarcasm, defying everything unapologetically which soon garnered popularity for both Gen Z and younger Millennials. Rooted in humor and rebellion against societal expectations, the brat aesthetic oozed individuality to live authentically.
Brat-inspired fashion heavily leaned into the 2000s revival-low-rise jeans, cropped baby tees, chunky platforms, and statement accessories like chokers and butterfly clips. It’s chaotic, playful, and perfectly imperfect-a rejection of varnished, Instagram-perfect ideals. And this trend was inflamed by pop stars and influencers alike, posting content that’s an irreverent-embracing mess and all the spontaneity that comes with it.
Style translates further into attitudes and behaviors as this ‘brat mindset’ has flowed from the fashion world well into social media, as they boast with glee over their “brat moments,” whether it means a harmless prank or proudly voicing advocacy for anything. Brands capture the ethos with irreverent and audacious marketing, often undefined as humor or provocation.
A Cultural Confluence
The swamp, olive, and brat might sound disconnected as a trio, but the fact that they all rise together speaks to the complexity of the cultural landscape in 2024. Each of these trends represents another face of human emotion and desire: swamp-a longing to reunite with nature; olive-our hope for peace and stability; and brat-our need for self-expression and rebellion.
Together, they’ve created a rich tapestry of influences that has shaped everything from art and design to social attitudes and personal identities. Whether you’re exploring the moody beauty of a swamp, embracing the understated elegance of olive, or leaning into your inner brat, 2024 is proving to be a year of bold contrasts and unexpected harmonies.
