Maison Valentino, which diversified into the makeup market just three years ago, has just chosen the British singer and producer as its ambassador. Charli XCX will represent the brand in the American market where her latest opus "Brat" ranked among the most streamed albums of summer 2024.

At Valentino Beauty, 'Brat Summer' has the feel of an Indian summer. Released last June, "Brat" , Charli XCX's sixth album, has established itself as the musical, aesthetic and cultural zeitgeist of the last few months.

Advocating a free and slightly rebellious attitude, the "brat" trend has infiltrated almost everywhere, including Kamala Harris ' campaign for the American presidential election. A trend driven by cleverly orchestrated marketing around the color of the cover, a neon green called Slime Green that has nothing to envy the chromatic identity strategies implemented within several luxury brands such as Bottega Veneta ( Bottega Green ), Burberry ( Knight Blue ) or Valentino ( Pink PP ).