What Is Meant by Demure? Everything About the TikTok Buzzword That Went Viral

The fad began in August 2024 when TikTok inventor Jools Lebron uploaded a video to the social media platform showing her “demure” morning routine. Since then, hundreds more films have been uploaded with the hashtag “demure” on the platform.

Since “brat” went viral due to Charli xcx’s album of the same name, many people have joked that demure, which usually refers to someone who is restrained, modest, or timid, will take the place of “brat summer” in the fall.

One TikTok user captioned a video of themselves switching from a miniskirt and crop top to a pilgrim-esque garment with two long braids, writing, “Me transitioning from brat summer to demure fall.” The post received hundreds of thousands of views.

So what is meant by demure? Here’s everything you need to know about the history of the recent TikTok craze.

What Demure trend is this?

According to Merriam Webster, a person who is demure is by definition modest or reserved. It can also describe a modest fashion sense of attire.

The demure trend is a parody of the trend in which people on social media make jokes about doing arbitrary things in a modest way, such getting ready for work or attending a play. The humor comes from, in Lebron’s words, being “very demure, very mindful” of other people and your own actions.

Lebron demonstrated her modesty in one video by giving the hotel staff donuts as a thank you.

She said, “I do very nice donuts, I do a nice six donut.” “I don’t leave my room a catastrophe, unlike these other gals. I pay close attention. When I leave the hotel, I act quite subdued.

On TikTok, the term “cutesie,” which refers to acting delicately and gracefully, is also frequently used to describe modesty. Lebron recorded a video after her plane touched down, showing off her “cutesie” behavior as she disembarked.

“You notice my demeanor as the plane lands? I take my time getting up. I take my time. I bide my time, the popular TikTok user stated. “I’m a really sweetheart; I don’t do anything. As soon as we land, I shut my window instead of applauding. I pay close attention.

United Airlines even made a comment on the video, saying that “not standing immediately when the plane lands is so demure.” The video received over a million views.

How did the demure trend start?

Lebron, who has over a million followers on TikTok, uploaded a video on August 2 detailing her modest morning routine. This video sparked the demure trend.

Can you observe how I get to work? Extremely modest, I apply makeup, arrange my wig, and create a small braid,” she said. “I’m very modest and thoughtful. I flat iron my hair, do chichis out, and do viral vanilla.” Remember to be modest, ladies.

Since then, Lebron has released several videos with a similar theme, such as how to be modest when eating food (he recommends salad over Wingstop).

Lebron has responded angrily to people who have left nasty comments on her posts, stating that her films are supposed to be humorous and satirical. “I use extreme caution when using the internet. I joke around a lot,” she remarked. “I don’t lose my demurity over a joke, and I don’t get angry and turn into a transphobe.”

Lebron is not the only person who uses the term “demure” to characterize a way of life; in fact, he has called out other content producers who have also created videos about being demure, such as Devin Halbal and Selyna Brillare.

In one video, Lebron responded to someone who asked where the name originated by saying, “The gag is, there has been so many demure divas who have come before me.” “Devin, Selyna, and Venus Xtravaganza are the ones who have been mentioned. For girls like myself, being demure is simply our way of life. That being said, I would wish to offer all the divas who have been modest throughout this whole event nothing but respect, adoration, and flowers. who have made it possible for a girl like me to succeed.

What connection exists between the “demure” trend and previous TikTok phenomena such as brat girl summer and trad wife?

Following a number of other popular TikTok fads, such as the coquette, “trad wife,” and “brat summer” moments, is demure.

In the summer of 2023, the coquette style gained traction, inspiring social media users to dress whimsically and romantically. A coquette’s wardrobe must-haves included tights, milkmaid tops, baby doll dresses, ruffles, and pastel colors, which were frequently drawn from the Victorian Regency period.

Another phrase, “trad wife,” entered the popular discourse in the summer of 2024 when content creators like Hannah Neeleman and Nara Smith utilized their platforms to discuss how they adhered to traditional gender roles in their partnerships. Their material mostly focuses on taking care of the kids and cooking homemade meals for their large families and husbands.

At about the same time, neon green and people being unabashedly themselves gave rise to the “brat summer” craze. The way of living is akin to being a “It girl,” but done so with ease.

The internet is currently moving from its boisterous summer to its subdued fall. The “demure” craze is more of an overall attitude, à la “brat summer,” than it is a lifestyle, despite some similarities to the coquette and “trad wife” traditions. One may also characterize the force behind “demure” as brat.

 

In what ways is the movement toward modesty being received?

In the first week after Lebron released her video, the demure trend took off, with at least 20,000 individuals creating films with the hashtag #demure and many more making jokes about it on X, the former Twitter.

Since then, others have started to imitate Lebron’s films by creating their own, which also feature them being modest. A TikTok user posted a video in which she described how she “demurely” consumes her Chipotle burrito bowl, eating exactly half of it to save the other half.

since I eat my bowl nicely,” she remarked. “Remember why you got the bowl; pay attention to that.”

A woman described how she reads her book in a “demure” manner in another TikTok video.

“I don’t make bookmarks out of strange objects like receipts. No, no, no. I use a real bookmark; it’s quite modest and cute,” she remarked.  No, I crack the spine, and I’m comfortable reading again. Very thoughtful and modest.