Say goodbye to 'Brat' summer; it's time for a 'demure' fall. The new TikTok trend , "very demure, very mindful," has gained significant traction online. Tiktoker, Jools Lebron, has been making waves since 2nd August, initially sharing tips with her followers on how to remove white makeup marks from their upper lip. However, she truly skyrocketed to viral fame after posting a 38-second comedic TikTok video where she offered advice on dressing appropriately for the workplace.
In the video, Jools states:
"You see how I do my makeup for work? Very demure. Very mindful. I don’t come to work with a green cut crease, I don't look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work. You see how I look very presentable? The way I came to the interview is how I go to the job! A lot of you girls go to the interview looking like Marge Simpson and then show up to work looking like Patty and Selma. Not demure! I’m very modest. I’m very mindful. You see my shirt? Only a little 'chi chi' out, not my 'cho cho'! Be mindful of why they hired you. Here’s your reality check, diva, what name should I make it out to?"
According to the Merriam Webster definition, “demure” typically describes a woman who is modest or reserved. However, the trend has evolved beyond this traditional meaning. Now, "demure" is used to describe anything that appears neatly executed or exudes a sense of class and femininity. For example certain styles, actions or behaviours can be considered “demure”.
Major brands like Ssense, Maybelline, and Marc Jacobs have incorporated the trend into their advertisements, while A list celebrities such as Kim Kardashian and RuPaul have also referenced it on their social media. The phrase has even seeped into political spaces, with supporters of Vice President Kamala Harris creating edits of her accompanied by the trend’s sound. But where did this trend originate, and why has it become so popular?
Ssense
However, with the rise of humorous micro-trends that gain extensive popularity, it's important to consider their cultural significance. For instance, some have suggested that the "demure" trend is a facet of the "quiet luxury" craze that swept through TikTok earlier this year, gaining prominence during Sofia Richie's wedding to record label executive Elliot Grainge. This sparked a wave of think pieces and hot takes on inconspicuous displays of wealth and a “clean-looking” aesthetic.
Although there are references to looking “clean” and less flamboyant with clothes or make up within the "demure” trend. Even in the original video, Lebron advises against wearing eccentric make up to the workplace (green cut crease).
It's hard to ignore how both trends echo similar sentiments, essentially setting guidelines for what is considered appropriate or inappropriate in terms of appearance and behaviour. To preface, the guidelines are fickle, and sway depending on the opinion of those curating them. However, it reflects a real phenomenon of people on social media platforms dictating under the guise of advice to “do x to be like y.” That said, the demure trend does a better job of being more flexible with its definition. As mentioned, the term’s meaning is constantly expanding—there’s even a way to “demurely” engage in bed rot or eat copious amounts of junk food. Whilst there’s only one way to be “quiet luxury”. I would argue that the main difference between the “demure” trend and the quiet luxury phenomenon is that quiet luxury is more about embodying the look of wealth and luxury. It's quite restrictive, whereas demure, in my opinion, is more about behaviour, which also can extend to fashion choices. Picking clothes that are very “demure”, being mindful of what's appropriate to wear, depending on where you are. But at their core, I do think two trends are very closely related. Additionally, do you see the way I make links to other trends and their impacts? “Very mindful… Very demure”.
As a result of the trend’s virality, Lebron’s life has changed dramatically. She has been invited to appear on shows like Jimmy Kimmel’s Late Night Talk show and has even earned enough from the trend to afford gender-affirming care, marking a significant milestone for her.
In a recent interview with Dazed Magazine, Julian Kevon Glover, an assistant professor of gender, sexuality, and women's studies at Virginia Commonwealth University, highlighted the deep-rooted history of the term "demure" within the ballroom scene. Glover explained that the term is closely tied to the politics of "passing," which refers to someone being perceived as the gender they identify with or wish to be seen as. Glover states that it's a term that reflects people's desires “to fit in and be undetectable”. It's a tale as old as time, on how terms lose their original contexts and meanings as they gain popularity and become more widely used. Although, what is particularly special about the popularity of the demure trend, is that it is widely acknowledged to have been coined by Jools Lebron. Even with the events of a man from Washington, called Jefferson Bates who put in an application to trademark the term, after it garnered internet acclaim. it sparked outrage online, with many showing their support for Lebron and offering her advice. In a recent TikTok video she stated that the situation had been “handled”.
Consequently, In an era where online trends are often fleeting and fickle, it's encouraging to see something positive emerge, especially in regards to the way her TikTok supporters have valiantly supported her. As the trend meets its eventual demise, I am intrigued to see what trends prop up next and whether they echo the same themes of guidelines for behaviour.
Edited by Charlotte Lewis
Sources:
Jools Lebron - TikTok
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