Each year, the trend of the summer emerges like smoke from the Vatican. Two years ago, it was hot pink, officially heralding Barbiecore summer ’s arrival. Then, 12 months later, a new plume was lime green to signify the start of Brat summer .
Now, the faithful wait in sweltering temperatures to get their marching orders for 2025. Will this be a Lorde summer, as many punters have predicted? An Addison Rae summer? Maybe even a Krypto the Dog from Superman summer? No, this year the smoke was blown away by a British budget airliner. It’s officially a Jet 2 Holiday Summer.
For weeks now, much of the internet has been consumed with videos that riff on an ad campaign for Britain’s largest tour operator, Jet2holidays . The meme has flourished on TikTok, where audio from a 2024 ad — the poppy sounds of Jess Glynne ’s 2015 song “Hold My Hand” mixed with the cheerful voiceover of a British woman assuring viewers that “Nothing beats a Jet2 holiday” — is overlaid against videos of vacationers experiencing calamity. They bounce wildly into the air from inflatables behind speedboats , accidentally light themselves on fire with birthday candles, experience near disaster while white-water rafting , almost drown in a few feet of water after shooting down a slide, or are waterboarded with liquor in a nightclub by a person in a Pink Panther costume .
If Barbiecore Summer was about embracing frivolity and pink perfection, and Brat Summer was about reveling in grunge and neon d.
