From audacious parties and loud colors to soft tones and considered actions, TikTok has swung dramatically with its newest trend: being "very demure, very mindful." This shift arrives on the heels of the popular "brat summer," inspired by singer Charli XCX, who embodied carefree, chaotic living with her music.
Charli described the essence of being "brat" as embracing the messy, unpredictable nature of youth: "You are just... the girl who is a little messy and maybe says dumb things sometimes." Her anthem, meant to celebrate flaws and the joy of living wildly, struck chords for many as they danced through summer festivities.
But just as summer fades, so does the glamazonic lifestyle of the brat trend, seemingly replaced overnight by the quieter, more subdued call of being "very demure, very mindful." The latest TikTok sensation gained traction thanks to influencer Jools Lebron, who jokingly documented her nuanced, understated ways of existing—from makeup to social interactions.
On August 2, Jools shared her self-proclaimed demure approach, highlighting how she presents herself at work: "You see how I do my makeup for work? Very demure, very mindful. I don't look like a clown when I go to work, I do just enough.”
Jools' straightforward, comical musings on modesty tapped directly at the heart of TikTok's ever-evolving trends, leading to genuine responses from millions who quickly adopted her ethos. Videos started to pop up across the platform, as others chimed in on how to live demurely—whether through airport etiquette or daily activities.
This unexpected viral hit has transformed culturally significant conversations around demureness. Registration of the word "demure," which traditionally describes someone as reserved or modest, is getting new life as social media users are eager to be mindful of their presence during everyday moments.
One TikTok user humorously claimed, "You see how I take my antidepressants every day? Very demure, very mindful, so I don’t fall..." showcasing how adherents believed this lifestyle represents clarity and self-awareness over dramatic existence. The hashtag #demure now boasts over 122,000 posts, depicting snippets and quick tips on embodying this newfound persona.
United Airlines even embraced the trend, referencing Jools' demure behavior at airports, adding humor to their branding. Meanwhile, Netflix showcased the notion of being demure from the character Rory Gilmore of Gilmore Girls, highlighting scenes from the show where she comedically asks for club soda, calling it “so demure.”
Interestingly, the concept has also led some TikTokers to scrutinize their own behaviors, asking themselves if they’ve been too ostentatious instead of demure. "I love this and don’t know why..." read one TikTok comment, reflecting the allure of the softer approach.
Responses to the perspective shift have been diverse: fans call it refreshing, others wonder if it’s contrived. Campbell Puckett, another user who chimed in on the trend, demonstrated her version of being demure by slicing food with precise elegance, saying, "You see how I eat this? I’m very modest!"
The trend has not just provided light humor but also redefined self-presentation on air—it's replaced showcasing chaos with subtleties, encouraging individuals to present their best selves without the flashy reveal. Jools described her version of demure as more than just look—she envisions it as being self-aware and confident as well.
"Your demure is what it means to you. It's being mindful and considerate of the people around you, but also of yourself and how you present to the world," she noted. The influences dauntlessly flutter through the lives of all who participate, hoping to find meaning beyond the superficial.
With videos showing makeup routines, fashion tips, and etiquette guidelines, the concept of being demure has become endearing. It’s like collectively adopting a slower pace, forgetting fleeting trends, and instead creating lasting impressions.
The transition from the chaotic joy of the brat trend to the calm of demureness is as stark as night and day. Whether it’s remedying societal fatigue or merely participating in another social media fad, one can quite literally see the trend radiate through TikTok feeds everywhere.
Will the 'very demure, very mindful' trend hold strong through the fall? It remains to be seen, but the gentle approach is surely enjoying its time brightly illuminated, attracting followers who seek to engage thoughtfully with the world around them.
