A new trend has taken TikTok by storm, with content creator Jools Lebron leading the charge with her satirical approach to modesty and mindfulness. Dubbed the "demure" trend, Lebron’s videos, which reach her 1.2 million followers, offer advice on how to be “very demure, very mindful” in various life situations, from job interviews to traveling with family. Her playful commentary contrasts sharply with the more extravagant styles that have previously dominated the platform.
In one of her popular TikToks, Lebron advises followers to stay presentable at work, stating, “I’m very modest, I’m very mindful. The way I came to the interview is the way I go to the job.” She critiques those who do not maintain this demeanor, quipping, “A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure.”
Lebron’s content has resonated widely, attracting the attention of brands like CVS, Elf Cosmetics, and Delta, which have engaged with her posts. The trend also taps into Gen Z’s fascination with “quiet luxury,” a concept where wealth and style are subtly displayed rather than flaunted.
Etymologist Jess Zafarris provided context on the word “demure,” explaining that it derives from the Latin root “maturus,” meaning “ripe” or “mature.” Zafarris noted that the term historically described individuals who were reserved and well-behaved but also carried connotations of hypocrisy. “I love the way that demure is being used on TikTok now,” Zafarris said. “Users are sort of putting on this serious mask, but they’re poking fun at it at the same time.”
As summer fades and fall approaches, the trend of being demure, mindful, and modest appears to be gaining even more traction, with many TikTok users adopting the ethos in their everyday lives.
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