Have you noticed how certain words suddenly become ubiquitous? That’s exactly what’s happening with “demure.” This term has infiltrated online spaces, particularly TikTok, thanks to the efforts of creator Jools Lebron (@joolieannie). If you’re not familiar with the ever-evolving language of TikTok, you’re not alone. Let’s dive into the world of “demure fall.”
The term ‘demure’ itself stems from Lebron’s unique interpretation of the word. In a viral TikTok titled “How to be demure and modest and respectful at the work place,” she describes it as a specific aesthetic: “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 the way I go to the job. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure. I’m very modest. I’m very mindful.” This playful and humorous take on the word caught on, sparking a trend that has since exploded across the internet.
Similar to the “brat girl summer” trend, “demure” took on a new life when it migrated from TikTok to other platforms like X and Instagram Reels. It’s now firmly embedded in online slang and shows no signs of fading away.
Lebron, the mastermind behind the trend, is a trans influencer known for her makeup tutorials and impressive collections of Bratz and American Girl dolls. She credits her inspiration to “demure divas who have come before” her, like Venus Xtravaganza, a star of the iconic documentary “Paris Is Burning.” The visibility brought by her viral “demure” videos has had a profound impact on Lebron’s life. “One day I was playing cashier and making videos on my break,” Lebron shared in a TikTok post, “and now I’m flying cross-country to host events and I’m going to be able to finance the rest of my transition.”
The rise of “demure” can be seen as a playful response to the wild, uninhibited energy of “bratcore,” a trend associated with pop star Charli XCX. The term “demure” is often used with a tongue-in-cheek attitude, as demonstrated by Lebron’s instruction on “how to be demure at the drag show.” It’s a humorous juxtaposition, adding a layer of imagined elegance to even the most outrageous online trends. Could this trend be a resurgence of “girlcore,” where bows and frills reign supreme? After all, adorning oneself with bows is arguably one of the most “demure” acts a girl can do.
Whether you’re embracing the “demure” aesthetic or simply enjoying the playful irony, it’s undeniable that this trend has taken the internet by storm. It’s a testament to the power of online humor and how a single word can quickly become a cultural phenomenon.
