Are you demure in your day-to-day life? Are you mindful at work or in class? Are you cutesy with your friends, family, and folks? On a serious note, this recent trend has overtaken TikTok, as both regular users and company profiles are jumping on the bandwagon. If you have absolutely zero clue as to what it means (not very demure of you, btw), we’re here to explain.
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Key Takeaways:
- The “demure” trend on TikTok began with creator Jools Lebron, who posted a video describing her modest and mindful approach to her work appearance.
- The trend is a response to the “clean girl” aesthetic that emphasizes minimalism and mindfulness.
- The word “demure” means being reserved, modest, and subtle, but the TikTok trend has led to a shift in its perception, where it is now often used sarcastically to describe everyday activities.
How “Very Demure” Came to Life and Started Trending on TikTok This Week
So, how did everything start? As it often goes with TikTok and trends in general, it came swiftly but seemingly out of nowhere. A creator by the name of Jools Lebron (she/her) posted a clip, talking about her coming into work in a very “demure, mindful, and cutesy way.”
She was talking primarily about her modest makeup and how “the way I came to the interview is the same way I go to the job,” referring to her appearance staying the same which is a clear example of Jools being “mindful” around others. OK, and?.. Well, some speculate that this post was indirectly making fun of the “clean girls” aesthetic on TikTok – which is a whole other conversation – who often spend many hours and thousands of dollars on their image. Despite promoting mindfulness (this word will lose all its meaning by the time this article ends, I swear), minimalism in clothes and makeup, calmness, and simplicity in everything they do, the whole schtick seemed very superficial to some people, so the clean girls of the Internet started getting some backlash. And although the hype died down a bit, Jools put that defibrillator straight to the chest by making fun of this trend and spinning the whole conversation around.
Spoiling things a bit, but her profile has gained hundreds of thousands of followers and the influencer has become so popular that she even has been invited to host several events. In one of Jools’ latest uploads, she said that she would be able to afford the rest of her transition which she dreamed about. So, sometimes good things come from stupid-at-first-sight trends, huh?
What Is Demure?
Let’s distance ourselves from the trend and look into the actual meaning of the word. What does “demure” mean?
“Demure” usually refers to a quality of being reserved, modest, and shy in an attractive or appealing way. It’s used to describe someone who has a quiet demeanor, or a subtle and elegant style as opposed to bold or attention-grabbing. However, with the ongoing trend, the perception of the word among Gen Z and Millenials, or the most regular users of TikTok, might have shifted a bit.
If you are an avid doom-scroller, then this whole situation might seem very familiar to you. A similar thing was happening with the coquette trend, which first started as creators sharing their Lana Del Rey-esque outfits and style overall. It quickly transformed into people labeling everything 🎀coquette🎀 by adding little bows on top of things, which is a staple of this type of fashion. But that is a whole different story, so let’s go back to being demure once again.
Demure Fun: Students and High Schoolers Jumped on the Trend
As it was already mentioned, people loved being mindful and cutesy, so many creators started posting videos behaving like that in a variety of situations: from going to the shop to attending a Cirque du Soleil show. With the school season starting, many students also shared their experiences, like preparing to move to a dorm, writing essays, and going through subject-specific literature.
Although we know, that the most demure way to write your academic paper is by checking out the AHelp Learning Hub, finishing your paper at least a minute before the deadline also counts.
Even some admission offices with Gen Z social media managers decided to get involved in the trend.
So, as you can see, the “demure” wave on TikTok doesn’t seem to be ending any time soon. And despite the fact some people might find it stupid, there is no need to be too serious about silly videos on TikTok since most users are just having fun with it.
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