The visual language of pop culture often makes a bigger statement than the music itself. For Charli XCX’s 2024 album Brat, that visual statement was handled by a creative team who chased the elusive boundaries of design, resulting in an aesthetic that instantly became one of the decade’s most recognizable album covers.
Brent David Freaney partnered with Charli XCX and creative director Imogene Strauss to craft the distinctive artwork for Brat. Their collaboration was recognized by the industry, earning a Best Recording Package award at the 2025 Grammys.
During discussions about the project, Freaney shared that the design process was heavily influenced by the concept of the “death of the finished state”—exploring the idea of when a piece of work is truly complete. Rather than aiming for immediate perfection, the team focused on exploration, learning, and defining what they wanted to avoid, allowing the final blurred cover to emerge organically.
The iconic green aesthetic that defined Brat became a defining pop culture moment, cementing the album’s status as a landmark release.
This creative journey extended beyond music. Charli XCX is currently navigating a new artistic chapter spanning music, fashion, and film with her forthcoming album, Music, Fashion, Film, set for release on July 24th. The visuals for this new work are also handled by Freaney’s Special Offer, Inc., featuring collaborations with luminaries like John Cale, Marc Jacobs, and Martin Scorsese.
This period of creative intensity coincided with some deeply personal reflections from Charli. She recently spoke candidly about her mental health, admitting that she was “in the worst place mentally that I’ve been in my life,” while also grappling with finding her identity as a mixed-race person.
Her artistic output continues to be layered with personal experience, evidenced by new singles like ‘SS26’ and ‘Wink Wink’, and recent inspirations drawn from experiences, such as a recent trip to Paris with Madonna. Charli emphasized that these explorations—whether in design, music, or identity—are essential to her ongoing creative evolution.
As she steps into this new phase, XCX is preparing for a high-profile return to the stage, set to headline the Reading & Leeds festival in August alongside other major artists like Fontaines D.C., Raye, Florence + The Machine, and Chase & Status.
Credit: NME
