Have you noticed the word “demure” flooding your social media feeds lately and wondered what all the buzz is about? If so, you’re not alone. As the tumultuous energy of “brat summer” wanes, the online world is now enamored with an entirely different aesthetic: demure. But what exactly does this mean, and why is it resonating so strongly right now?
What Does “Demure” Mean?
Understanding the latest trend starts with grasping the basic meaning of “demure.” According to Merriam-Webster, “demure” is defined as “affectedly modest, reserved, or serious.” It shares a similar connotation with the word “coy,” signifying a style that is restrained, unassuming, and subtly elegant.
Breaking Down the Definition
- Modest: This doesn’t mean hiding or belittling yourself, but rather, presenting yourself in a way that is both tasteful and modest.
- Reserved: This implies a certain level of restraint and thoughtfulness in both behavior and appearance.
- Serious: Here, seriousness means being purposeful and intentional, a stark contrast to the spontaneous and chaotic nature of the previous “brat” trend.
However, the dictionary definition only scratches the surface. Let’s dig deeper into how this term is being uniquely adapted in the realm of social media.
The Demure Trend on TikTok
The concept of “demure” has taken TikTok by storm, predominantly because of influencers like Jools Lebron, who bring the trend to life through short, engaging videos.
The Essence of the Trend
At its core, being “demure” is about:
- Cleanliness: Presenting yourself in an orderly and neat manner.
- Mindfulness: Being aware and considerate of your surroundings and actions.
- Quiet Confidence: Accomplishing your goals with grace and without needing to draw undue attention to yourself.
Examples of Demure Behavior
Consider these everyday actions, which could be tagged as “demure”:
| Scenario | Demure Response |
|---|---|
| Dressing for Work | Choosing modest and professional attire |
| Conduct in Public Spaces | Being patient and courteous |
| Makeup Choices at Work | Opting for a subtle, natural look |
Viral Moments
One of the most popular videos by Jools Lebron, with around 18 million views, captures the essence perfectly. She explains that her makeup at work is “very demure, very mindful.” She points out that she avoids flashy or excessive makeup, aiming to look presentable and professional.
Irony and Satire in the Demure Trend
Despite the sincerity shown by influencers, there’s a prevailing sense of irony mixed into the trend. Several individuals and brands have capitalized on this, often humorously.
Notable Examples
- Bob the Drag Queen: In a TikTok video, Bob the Drag Queen puts on extravagant makeup while quoting Lebron’s advice on demure makeup choices, blending humor with a critical take on the trend.
- Antidepressant TikTok: Another TikToker discusses taking their psychiatric medication by saying, “You see how I take my antidepressants every day? Very demure, very mindful,” juxtaposing serious health concerns with the aesthetic demands of the trend.
Brands Embracing Demure
Brands have a knack for jumping on the latest viral trends, and “demure” is no exception. Companies are riding the wave, infusing the trend in their marketing strategies and content to create relatable and engaging posts.
Examples of Marketing Moves
| Brand | Example |
|---|---|
| United Airlines | “Not standing immediately when the plane lands is so demure.” |
| “Vacation responder set to on, very demure.” |
United Airlines took it a step further by creating original content corresponding to the trend. They posted a TikTok of a traveler boarding quietly and efficiently, with the caption, “very demure, very mindful boarding.”
Contrast with “Brat Summer”
The demure trend marks a significant departure from the earlier “brat summer” aesthetic, which was popularized by singer Charli XCX.
What is “Brat Summer”?
“Brat summer,” named after Charli XCX’s album, signifies an embrace of chaos, loudness, and unabashed fun:
- Loud Makeup: Think vibrant colors and dramatic styles.
- Clubbing and Partying: A focus on nightlife and exuberant celebration.
- Unpredictable Behavior: Feeling free to be messy and spontaneous.
Charli XCX’s Definition
In a TikTok interview, Charli XCX described a “brat” as someone who is both messy and self-assured, fun-loving yet prone to emotional swings. It’s an identity that defies societal expectations and prioritizes authenticity over composure.
Cultural Relevance and Social Implications
The shift from “brat” to “demure” can be seen as a reflection of broader cultural currents, shedding light on societal moods and the way we interact with trends.
Sociological Insights
- Rebellion vs. Conformity: “Brat summer” symbolized a rebellion against societal norms, while the “demure” trend suggests a shift towards conformity and decorum.
- Emotional States: The craze of “brat summer” could be interpreted as an outlet during tumultuous times, whereas the calm of “demure” speaks to a collective desire for peace and stability.
- Generational Impact: Younger generations often oscillate between extremes as they navigate their identities, a pattern clearly visible in these two contrasting trends.
Beyond Fashion
While makeup, clothing, and social behavior are primary arenas for these trends, the implications stretch further:
- Mental Health: The discussion around taking medications “demurely” opens a dialogue about the stigmatization of mental health and the pressures to appear composed.
- Environmental Concerns: Choosing modest, sustainable fashion as part of being demure aligns with growing ecological awareness.
Authenticity vs. Satire
The dual nature of the demure trend—where earnestness and irony intermingle—raises intriguing questions about authenticity in the digital age.
Genuine Adoption
For some, adopting a demure demeanor is a way to bring calm, focus, and refinement into their lives. It’s about personal growth, self-care, and presenting oneself thoughtfully.
Ironic Timeliness
For others, embracing the demure trend with a wink signifies a skepticism of social media trends themselves. They highlight the performative aspects of online culture, where behaviors and aesthetics can be as fleeting as they are viral.
Celebrities and Influencers Riding the Wave
The influence of key figures on these trends cannot be overstated. They act as catalysts, guiding swathes of followers in adopting new behaviors and styles.
Jools Lebron
With over 1.2 million followers, Lebron encapsulates the demure trend with finesse. Her videos dissect how to embody this vibe in various settings, making the ethos accessible and aspirational.
Charli XCX
Charli XCX’s endorsement of “brat summer” showcased her as a trendsetter willing to push boundaries and challenge norms, drawing her audience into a liberating and unrestrained summer experience.
The Future of Social Media Trends
Considering how rapidly these trends emerged and evolved, it’s essential to ponder where social media culture might venture next.
Potential Shifts
- From Extremes to Balance: Future trends may strive to find a middle ground, blending the self-assuredness of “brat” with the restraint of “demure.”
- Deeper Authenticity: A move towards more genuine expressions and less performative content could emerge as people grow weary of keeping up appearances.
- Sustainable Living: Eco-conscious and minimalist lifestyles may gain traction, influenced by the demure trend’s modest and mindful undertones.
The Role of Platforms
Platforms like TikTok drive these trends by providing a space for rapid dissemination and engagement. As these platforms continue to evolve, so too will the trends they foster, shaped by new features, algorithms, and user behaviors.
Conclusion: What Does It All Mean for You?
Whether you’re a social media enthusiast or a casual observer, the rise of “demure” offers a fascinating glimpse into contemporary culture. It speaks to a collective yearning for simplicity and mindfulness following a period of exuberant chaos. However, it also serves as a reminder to approach trends with a critical eye, recognizing the nuances between sincere adoption and ironic mimicry.
By understanding the essence and implications of the demure trend, you’re better equipped to navigate the ever-shifting landscape of social media. Whether you choose to embrace this trend fully, find elements that resonate with your personal style, or simply watch from the sidelines, you’re participating in a broader cultural conversation—one that reflects and shapes the evolving nature of online engagement and personal expression.
So, as you witness the next wave of trends, you might ask yourself: What does this say about where we are as a society, and more importantly, how do you want to fit into this narrative?
