Very demure, very mindful'

In a world where social media often celebrates excess and extravagance, a new trend is quietly taking TikTok by storm. Say goodbye to the "hot girl summer" and hello to the era of being "demure." This unexpected shift in online ethos is challenging the notion of what it means to be a modern woman, all while serving up a healthy dose of satire.

At the forefront of this movement is content creator Jools Lebron, whose 1.2 million followers eagerly await her advice on how to navigate life's various situations with poise and mindfulness. Lebron's catchphrase, "very demure, very mindful," has become a rallying cry for those seeking a more understated approach to femininity.

But what does it mean to be demure in the age of social media? According to Lebron, it's all about maintaining a consistent, modest persona. In one of her popular TikToks, she advises her audience on workplace etiquette: "The way I came to the interview is the way I go to the job. 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."

The "demure" philosophy extends far beyond the office, however. Lebron offers guidance on how to remain composed in a variety of scenarios, from family travel to recovering lost items at a bar. Even traditionally rowdy environments like the Las Vegas strip aren't exempt from the demure treatment. Lebron suggests "showing a little chee chee, not too much" to maintain one's dignity amidst the neon lights and slot machines.

What makes Lebron's content truly captivating is its tongue-in-cheek approach to the performance of femininity. While her advice may seem earnest at first glance, there's an undercurrent of satire that challenges societal expectations placed on women. This clever commentary has struck a chord with viewers, who are both entertained and prompted to reflect on the pressures of conforming to traditional notions of ladylike behavior.

The "demure" trend can also be seen as a playful jab at the recent obsession with "quiet luxury" among Gen Z. Where high-end brands once flaunted their logos, today's trendsetters prefer understated elegance - think Hailey Bieber in a simple yet expensive workout ensemble, sipping on a $20 Erewhon smoothie.

Lebron takes this concept to comical extremes, demonstrating how one can remain demure even during a hangover trip to CVS. "Ladies, let's be mindful while we're at the CVS. This is not the Met Gala," she quips, encouraging women to embrace their less-than-perfect moments with grace and humor.