When Charli XCX stepped out at Sundance wrapped in oversized puffer jackets that instantly went viral, most fans clocked the look as peak Brat Summer energy translated for winter. Fewer realized there was a performance powerhouse behind the moment.
Under Armour quietly played a key role in bringing the now-iconic jackets to life, partnering with Charli XCX’s longtime stylist Chris Horan to outfit the pop star during the buzzy Sundance debut of her new film The Moment. The result was fashion that pulled double duty: practical enough for Park City temperatures, expressive enough to match Charli’s maximalist pop persona.
Performancewear as a Creative Canvas
Horan tapped Under Armour’s UA Limitless Down jacket and UA ColdGear Mock Neck Longsleeve as the foundation for the looks, transforming the technical pieces into one-of-one statement outerwear. The garments were customized by art director and designer Sasyk, who treated the sleek silhouettes as a blank slate rather than traditional sportswear.
While the exact jackets Charli wore were custom-made for the occasion, fans hoping to recreate the vibe aren’t out of luck. The core styles used in the collaboration are currently available through Under Armour’s site, offering an accessible entry point into the look that dominated social feeds all weekend.
It’s a subtle but telling shift for a brand long associated with locker rooms and training floors. Here, Under Armour positioned itself squarely in a pop culture conversation, proving that performance gear can exist comfortably within high-fashion storytelling.
A Sundance Debut That Delivered
The timing couldn’t have been better. The Moment, released by A24, arrived at Sundance with serious momentum and quickly backed it up at the box office. The mockumentary pulled in nearly $428,000 across just four screens, averaging more than $107,000 per theater. That places it among the strongest limited openings in the post-Covid era, alongside Asteroid City and Marty Supreme, and in rare company within A24’s own history.
Directed by Aidan Zamiri in his feature debut, the film was co-written by Zamiri and Charli XCX, based on an original idea from the singer herself. It offers a comedic, behind-the-scenes take on the cultural whirlwind known as Brat Summer, blurring the line between pop spectacle and self-aware satire.
Audiences showed up accordingly. More than 60 screenings sold out during the initial run, making it the fastest-preselling limited release A24 has seen to date. The film is set to expand into additional markets nationwide next weekend.
A Cast Built for Electric Energy
Charli XCX stars in the film and also serves as a producer, anchoring an ensemble that leans into absurdity and star power. The cast includes Alexander Skarsgård, Kylie Jenner, Rosanna Arquette, Kate Berlant, Jamie Demetriou, and Rachel Sennott, each adding to the film’s offbeat rhythm.
The crossover between music, film, and fashion feels intentional rather than accidental. From the jackets to the casting, The Moment reflects a pop star fully in control of her image, and willing to poke fun at it.
If Sundance was the proving ground, the internet did the rest. And thanks to Under Armour’s low-key involvement, the cold-weather looks that stole the spotlight turned out to be as functional as they were meme-ready.
