If you grew up in the early 2000s, you might be aware of the infamous Bratz vs. Barbie debate: Which of the two fashion doll brands is superior? It can be argued that Barbie is obviously more influential, collaborating with luxury fashion brands like Moschino and inspiring an annoyingly catchy song by Aqua. However, I believe that Bratz has more cultural relevance than some Barbie fans may think.
When Bratz was first introduced back in 2001, many parents disapproved of their kids playing with them. They claimed that the dolls’ style, unapologetically “edgy” in crop tops, heavy makeup, and ultra-high heels, negatively influenced children. In opposition to Barbie’s “classic” fashion, Bratz was trendy, and Barbie had yet to model beyond her typical preppy, pink style at the time of Bratz release. Meanwhile, the Bratz original lineup represented a wide array of trends of the early 2000s. Yasmin, Chloe, Sasha, and Jade each had unique styles. Jade leaned towards the resurgence of punk with fishnet tights and tartan skirts, while Yasmin had a more boho aesthetic, sporting flowy floral tops and bell-bottom jeans.
At the time of their release, Bratz also offered more representation than Barbie. Barbie was always painted as the quintessential role model. Bratz dolls, however, were far from perfect. They made mistakes and sometimes were rude and moody. Sometimes, they were quite literally brats. Unlike Barbie, no one girl represented the Bratz brand. The original four girls in their lineup were all the “main characters,” and they were diverse. To say the least, Bratz offered something new and current, something kids could relate to. Mattel was shaking in their tiny plastic boots.
Some view Bratz now as a kind of artifact of early 2000’s fashion, and I would agree. But according to their recent marketing, they may be making a comeback sooner than we think. Appearing in recent trends like “doll-inspired makeup” and “dressing like a Bratz doll,” it’s apparent their aesthetic still holds up. Stills from Bratz animation are even used for memes and profile pictures. In Summer 2021, Bratz gradually began introducing a new art and animation style to their social media. Some videos, which recreated scenes from the R-rated horror movies Scream and Jennifer’s Body in the Bratz style, went viral. They also commonly reference their animations that were released in 2005. It seems Bratz is attempting to shift to an older audience by making more adult and nostalgic references. So what does this mean for the brand?
I don’t think Bratz is ready to be lost in the nostalgia of 2001. After being discontinued in 2016, they have since released collectors editions of the dolls as recent as 2021. I think they’ll be returning to our shelves and screens soon with this new marketing. Perhaps we can expect a new Bratz series that plays off their adult audience who still take style inspiration from the dolls they grew up playing with.
Words by Danielle Byrne.
Graphic by Aarushi Menon.