Move over Brat Summer, Demure Fall is here to stay

From TikTok creator Jools Lebron's viral video, the 'demure' trend has taken off.

After TikTok creator Jools Lebron posted a video showcasing her "demure" morning routine in August 2024, the term exploded on the platform, with thousands of videos under the hashtag #demure. Many users now joke that demure, typically meaning reserved or modest, will be the successor to the "brat summer" trend popularized by Charli XCX's album.
 

@joolieannie

#fyp #demure @OAKCHA @Paul | Fragrance Influencer

♬ original sound - Jools Lebron

 

What Does "Demure" Mean?

According to Merriam-Webster, demure refers to someone modest or reserved, often associated with a modest style of dress. The TikTok trend satirically embraces this definition, with users showcasing everyday activities in a demure fashion, emphasizing mindfulness and consideration for others.

The Origin of the Demure Trend

Jools Lebron, who has over 1 million TikTok followers, ignited the trend with her video on August 2nd. Since then, the video has amassed over 3 million views, inspiring Lebron to create more content around the theme, from demure food ordering to cutesie behavior at a nail salon. Lebron maintains that her videos are satirical and lighthearted, responding to negative comments with grace and humor.

Demure's Connection to Past TikTok Trends

The demure trend follows other viral moments like coquette, "trad wife", and "brat summer". Coquette embraced romantic and whimsical clothing, "trad wife" showcased traditional gender roles, and "brat summer" encouraged unapologetic self-expression. While "demure" shares some elements with coquette and "trad wife", it's more of a general vibe rather than a lifestyle, similar to "brat summer".

How People are Responding to the Demure Trend

In the first week since Lebron's video, the trend exploded with over 20 thousand #demure videos and countless jokes on X (formerly Twitter). People have started mimicking Lebron's style, creating their own videos on being demure in various situations.
 

@sh4_n1c3

be mindful 😚 #chipotle #verydemure #bemindful #fypシ゚viral

♬ original sound - Aiyanna🪸

@anjoureadsbooks

This is a very demure way of reading.📚@Jools Lebron Thank you reminding us to always be demure.💅🏾💕

♬ original sound - Anjou 📚🌸

Conclusion:

The "demure" trend signifies an interesting shift in the social media landscape, offering a playful contrast to the bold and carefree energy of "brat summer". As the trend continues to evolve, it will be fascinating to see how it shapes online conversations and self-expression in the coming months.