TikTok’s New ‘Demure’ Trend Takes Off

A quirky new trend has hit TikTok, and it’s all about acting ‘demure’ in the silliest situations. Influencer Jools Lebron has kicked off this trend with some satirical videos that have taken the platform by storm.

Lebron, who boasts over 1.2 million followers, created a video that hit a whopping 8 million views, humorously instructing viewers on how to be ‘demure and modest’ at work. She emphasizes looking presentable and being respectful, while poking fun at typical workplace attire.

In Lebron’s videos, she continues to showcase her version of being ‘demure’ in absurd scenarios, like calmly leaving a Cirque de Soleil show. It’s all part of a playful take on societal norms and how we should behave in different situations.

The trend quickly caught on, inspiring others to join in. One user amassed millions of views by showing how to be ‘demure’ when taking antidepressants, reminding viewers to be mindful about their mental health. This blend of humor and awareness has resonated with many.

The popularity of the ‘demure’ trend even spilled over onto X, where users shared jokes about the word’s sudden rise in use, while others noted seeing it all over their feeds.

Lebron’s original video was posted on August 2, and since then, she has been consistently sharing more ‘demure’ moments. Well-known personalities and brands have jumped on this trend too, bringing further attention to it.

Interestingly, this trend seems to be a light-hearted counter to previous aesthetics like the ‘clean girl’ and ‘coquette’ styles that have graced TikTok in recent years, which emphasized more polished and ‘effortless’ looks.

Despite its lighthearted nature, some believe this trend could be seen as a reaction against more hedonistic trends like Charli XCX‘s ‘Brat summer’, which celebrates confidence and carefree living.