The rise of the “demure” trend can be traced back to TikTok, launched in early August by creator Jools Lebron and quickly went viral. Originally meaning “reserved” or “shy,” the term has now taken on a fresh, contemporary significance.
In her videos, Jools humorously emphasises the importance of being “demure and mindful,” which she defines as “modest and conscious.” However, “demure” is not just about being thoughtful and “cutesy” (another trending term); it’s also about being “attentive and consistent” and avoiding unnecessary drama. “Let’s be aware of who we are before someone brings drama into our lives,” she advises.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
Other TikTok users quickly embraced the trend, creating a wave of videos that apply the term to everyday activities, from toasting a bagel to lounging by the pool. This satirical take on modest behaviour seems to counterbalance other aesthetics like “brat girl summer,” offering an alternative to trends such as “clean girl” and “tradwife,” which often emphasise a pursuit of perfection.
Celebrities including Jennifer Lopez, Kim Kardashian, and Lily Collins have also joined in, sharing their takes on the trend. Even U.S. President Joe Biden acknowledged it with a post on X (formerly Twitter).
Cancelling the student debt of nearly 5 million Americans through various actions.
Very mindful.
Very demure. pic.twitter.com/Azg6dOHiro— The White House (@WhiteHouse) August 16, 2024
Although the term is mainly used with a touch of irony, “demure” might signal a broader cultural shift. Increasingly, people seek authenticity and simplicity in a world overflowing with stimuli. Whether in fashion, lifestyle or simply a humorous TikTok, “demure” is making its mark–at least until the next viral trend emerges.
This article was syndicated from Marie Claire Belgium Flemish
Translated and adapted by Praise Vandeh, Marie Claire Nigeria Content Writer
