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Welcome to the vibe economy, where IRL resonance is everything.

“The thrill of a vibe is that it leads with emotion, not with spending power. It feels like playing hooky from a world where we are kettled by capitalism,” she continued, emphasising the shift towards truly living your life rather than simply purchasing a lifestyle through trending products.

Sure, certain items became synonymous with Brat summer — a red wine-stained tank top, oversized sunglasses and anything in ‘Brat green’. But the movement’s real power was in its broader, ineffable ethos. It wasn’t just a look — it was a world you could step into.