Published on August 19th, 2024
The “demure” trend on TikTok is more than just a fleeting social media craze; it represents a significant cultural movement that contrasts sharply with the more brash and bold trends that have dominated platforms in recent years.
Originating from a viral video by TikTok creator Jools Lebron in August 2024, the trend quickly resonated with a broad audience, leading to widespread engagement and a proliferation of content tagged with #demure.
The Origins And Definition Of The Demure Trend
The term “demure” traditionally refers to a sense of modesty, reservation, and seriousness. However, on TikTok, it has taken on a new life, blending these qualities with a playful and sometimes satirical approach to self-presentation.
The trend contrasts with the “clean girl” aesthetic and the “pick-me girl” trend, both of which emphasize minimalism and uniqueness, respectively. Instead, the demure trend encourages users to adopt an understated, yet elegant demeanor, whether in their appearance, behavior, or interactions with others.
Jools Lebron, a transgender woman, has been instrumental in popularizing this trend. Her videos, which often mix humor with practical advice on how to be “very demure,” have struck a chord with viewers who are looking for ways to navigate both professional and social settings with a more mindful and considered approach.
Lebron’s emphasis on self-care and mindfulness has resonated particularly well with Gen Z users, who are increasingly seeking authenticity in a social media landscape often dominated by performative behaviors.
Key Aspects of the Demure Trend
- Mindfulness and Thoughtfulness: At its core, the demure trend emphasizes being mindful in actions, appearance, and interactions. This includes taking a measured approach to how one presents themselves and considering the impact of one’s behavior on others.
- Modesty and Restraint: The trend promotes a return to modesty, encouraging individuals to favor understated elegance over flashy or attention-seeking behaviors. This can be seen in fashion choices, where participants opt for more conservative and refined attire.
- Elegance and Subtlety: The aesthetic associated with the demure trend is characterized by a clean, proper, and cutesy look. It values subtle beauty and polished appearances, avoiding bold or ostentatious styles.
- Humor and Satire: While the trend has serious undertones, it also incorporates a playful, satirical element. Many users engage with the trend by exaggerating demure behaviors in humorous scenarios, adding a layer of irony that appeals to a wide audience.
- Cultural and Social Commentary: The demure trend offers a subtle critique of the more aggressive or performative trends that dominate social media. It encourages a reevaluation of societal norms around self-presentation, particularly in professional or social settings.
- Community Building: The trend has fostered a sense of community among its followers, who share tips, experiences, and interpretations. This has created a supportive environment that values mindfulness, modesty, and authenticity.
- Contrast to Other Trends: The demure trend stands in stark contrast to other popular trends like “brat summer,” which celebrates boldness and rebellion. This juxtaposition highlights the diversity of self-expression on social media, offering an alternative for those who prefer a more reserved and thoughtful approach.
Cultural Impact And Expansion Beyond TikTok
The demure trend has not only gained traction on TikTok but has also expanded to other platforms such as Instagram and LinkedIn. Brands and celebrities have been quick to jump on the bandwagon, recognizing the trend’s potential to resonate with a broader audience.
For example, Lizzo and SZA posted a video of themselves lip-syncing to one of Lebron’s TikToks, further amplifying the trend’s reach. Netflix also got involved, sharing a clip from “Gilmore Girls” that highlighted Rory’s description as “the demurest.”
This expansion reflects a broader shift in cultural attitudes, particularly among younger users who are increasingly prioritizing mindfulness and authenticity. The trend’s emphasis on modesty and thoughtfulness stands in stark contrast to previous trends that celebrated excess and boldness, such as the “brat summer” trend, which embraced a carefree and hedonistic lifestyle.
Also Read | Boughetto Beauty: Redefining Aesthetics With Bold Confidence
The Demure Trend In Fashion And Beauty
One of the most visible impacts of the demure trend has been in the realm of fashion and beauty. The aesthetic associated with being “demure” is often characterized by clean, proper, and cutesy elements. Participants in the trend tend to favor modest clothing and subtle makeup, aiming for a polished and respectable appearance that aligns with the trend’s emphasis on understated elegance.
This focus on modesty and restraint has led to a resurgence of more traditional fashion choices, with an emphasis on simplicity and elegance.
The demure trend offers an alternative to the more flamboyant aesthetics that have dominated social media in recent years, allowing individuals to express themselves in a way that feels authentic and true to their values.
Criticisms And Controversies
Despite its popularity, the demure trend has not been without its critics. Some argue that the trend may promote a performative aspect of modesty, where users engage in the trend for social media validation rather than genuine self-expression.
This raises questions about the authenticity of participants, as some may be adopting the “demure” persona to fit in with the trend rather than out of personal conviction.
Another criticism is that the trend may reinforce traditional gender norms by promoting a specific standard of femininity that values modesty and restraint.
Critics contend that this could limit self-expression and individuality, particularly for women who may feel pressured to present themselves in a certain way to be deemed acceptable in professional or social settings.
The satirical roots of the trend have also led to mixed interpretations. While some users embrace the humor in the trend, using it to parody societal norms, others feel that it trivializes serious discussions about mental health and self-presentation.
For instance, some videos have humorously blended the concept of being “demure” with taking psychiatric medication, which has sparked debates about whether such portrayals are appropriate or undermine serious issues.
Also Read | The “Hot Girl Walk” Trend: A Journey Of Fitness And Mindfulness
The Demure Trend vs. Brat Summer: A Cultural Contrast
The “demure” trend and the “brat summer” trend represent two contrasting cultural movements on social media, particularly on TikTok, each embodying distinct attitudes and aesthetics.
Core Philosophy
Demure Trend: This trend emphasizes mindfulness, modesty, and a simple, understated style. It encourages people to present themselves with quiet confidence and gentleness, often avoiding loud or attention-seeking behaviors. The focus is on being “very demure and very mindful” in various settings, from the workplace to social events.
Brat Summer: In contrast, the “brat summer” trend celebrates a more chaotic and unapologetic lifestyle. Inspired by Charli XCX’s album, it embraces messiness, loudness, and hedonism. This trend is about being bold, carefree, and the center of attention, often featuring vibrant aesthetics and a party-focused culture.
Aesthetic and Style
Demure: The aesthetic associated with the demure trend is often described as cute, clean, and proper. Participants typically choose modest clothing and subtle makeup, aiming for a polished and respectable appearance. This trend can be seen as a response to earlier aesthetics like the “clean girl” look, which also focused on minimalism but without the satirical edge of demure.
Brat: The brat aesthetic is bold and often chaotic, characterized by striking makeup, party attire, and an embrace of spontaneity. It encourages individuals to express their uniqueness without concern for societal expectations, resulting in a more flamboyant and attention-grabbing style.
Cultural Commentary
Demure: The demure trend can be viewed as a critique of the excesses of previous trends, promoting a return to simplicity and mindfulness. It satirizes the pressures of modern social media by encouraging users to act respectfully and with self-awareness, often humorously addressing the seriousness of workplace etiquette.
Brat: On the other hand, brat summer serves as a rebellion against conventional expectations, celebrating a carefree attitude that rejects societal norms. It embodies a spirit of rebellion and enjoyment, encouraging participants to indulge in pleasure and community without restraint.
Positive Aspects Overlooked by Critics
While the demure trend has faced its share of criticism, there are several positive aspects that critics might be overlooking. First and foremost, the trend promotes mindfulness in daily life. Participants are encouraged to be thoughtful about their actions, appearance, and interactions with others, fostering healthier relationships and personal well-being.
The trend also encourages a return to modesty, which some users find refreshing in a social media landscape often dominated by ostentation and excess. By valuing restraint in both appearance and behavior, the demure trend offers an alternative to more flamboyant aesthetics, allowing individuals to express themselves without feeling pressured to conform to extreme standards.
The demure trend has created a sense of community among its participants, who share tips, experiences, and interpretations of what it means to be “demure.” This camaraderie can enhance social connections and provide a platform for shared values around mindfulness and modesty.
Summing Up
The “demure” trend on TikTok is a multifaceted cultural phenomenon that reflects a shift in social media culture towards valuing subtlety and mindfulness.
While it has faced criticism for potentially promoting performative behavior and reinforcing traditional gender norms, the trend also offers several positive aspects, including the promotion of mindfulness, modesty, and community-building.
As the trend continues to evolve and spread across social media platforms, it serves as a reminder of the power of collective creativity and the ability of ideas to transcend their original context.
Whether embraced sincerely or satirically, the demure trend has sparked meaningful discussions about self-presentation and societal expectations in the digital age, offering a refreshing alternative to more aggressive or overly curated aesthetics.
