Unless you've been living under a rock, you’ve likely come across the term "demure" being tossed around, particularly on social media. With the end of what some are calling 'brat summer,' the internet is now embracing this new trend, which sharply contrasts with the messy aesthetic of the previous season.
If you're already hip to this, maybe it's time to cut back on your internet browsing. So, what exactly does "demure" mean on TikTok, and what was this "brat summer" everyone was talking about? Let’s break it down.
Merriam-Webster states the definition of "demure" as "affectedly modest, reserved or serious." While this dictionary meaning provides some grounding, it hardly captures the word's social usage.
The term has taken on new life online, especially through the influence of TikTok personality Jools Lebron, who has turned the concept of being "demure" viral. With over 1.2 million followers, Lebron showcases how this trend emphasizes cutesiness, cleanliness, and mindfulness.
When one talks about being "demure," it means not just dressing modestly but also maintaining a quiet confidence throughout daily activities. It’s not about being attention-seeking; rather, it’s showing gentility and poise, like waiting patiently to deboard a plane.
Lebron articulated this aesthetic beautifully by stating, "You see how I do my makeup at work? Very demure, very mindful." Her TikTok video, where she explains her demure makeup routine, has racked up around 18 million views.
Despite the massive engagement with the trend, its sincerity can feel ambiguous. Many people have contributed to the demure trend, yet some have spun it with irony.
For example, Bob the Drag Queen humorously juxtaposed the concept by showcasing outrageous makeup with audio from Lebron. Another TikTok user shared their own quirky take on being mindful about their mental health through the lens of demureness.
Brands are catching onto this trend too, with companies like United Airlines joining the chorus. They cheekily commented, "not standing immediately when the plane lands is so demure," showing how the trend has seeped even beyond personal expression.
Continually gaining traction, the demure theme has evolved, with brands infusing it across their social media platforms. United Airlines even created their own TikTok with content capturing travelers embodying the demure spirit at the airport.
This demure trend is also distinguishing itself from the brat trend, which has gained attention for its unabashed embrace of the messy, carefree lifestyle. Associated with Charli XCX's album, “brat,” this aesthetic celebrates noise, fun, and all of life's chaotic little moments.
Charli XCX herself describes the brat persona succinctly: "You are just the girl who is a little messy and maybe says dumb things sometimes." The essence of being a brat is about being genuinely carefree and expressive, cutting loose from societal expectations.
Interestingly, even political figures like Kamala Harris have been drawn to the brat summer vibe. Following President Biden's withdrawal from the race, Charli XCX publicly proclaimed her support for Harris, encapsulating the playful, rebellious spirit of the season.
The contrasting styles of demure and brat intertwine as social media continues to shape and reflect cultural moments. While one embraces modesty and mindfulness, the other evokes loud colors and unabashed fun, making both trends appealing for different reasons.
