Could the viral ‘very demure’ trend be a reminder to not take things too seriously?

Every now and then, a new word or phrase explodes on the internet and suddenly, it’s on everyone’s lips. The latest one to join the conversation is “very demure, very mindful.” In a dictionary sense, demure means “reserved, modest, and shy.” But no, this isn't a trad wife-coded, clean girl-esque, or Bridgerton-inspired trend promoting ladylike behaviour. So why is everyone on TikTok suddenly so “demure?” Well, it’s just a silly joke. 

The phrase was coined by TikToker Joolie Lebron who first used it in a satirical video about workplace beauty etiquette. The video emphasised being “demure and modest and respectful at the workplace”, perhaps setting a new standard for corporate girlies and internet enthusiasts alike. So when videos of Jools describing how she keeps things “demure,” “cutesy,” and “mindful” at work were shared on the internet, naturally, we were invested. 

“I don’t do too much, I’m very mindful while I’m at work,” Lebron said of her workplace make-up look. “See how I look very presentable? The way I came to the interview is the way I go to the job.” Of course, Lebron leaned into the joke after the video took off. Being “demure” was now her thing. She filmed videos where she’s thanking her hotel staff demurely, midnight munching demurely, queuing for a plane demurely, and exiting a plane very demurely (and mindfully). After noticing a surge in serious comments about the sexist connotations of the word, she said, “Every ‘demure’ video is just me referencing me. Like, that’s the joke.”

The clip has earned more than 10 million views since it was posted on August 5 and has inspired hundreds of hilarious videos, making “demure” a satirical movement amongst the masses. There’s a demure way to bed rot, pour wine, and even eat doughnuts. No one is immune; even make-up artist Patrick Ta hopped on the trend.

So is there some deep meaning to all of this? Not really—it’s silly and fun. At best, it’s a satirical take on our obsession with internet culture, and how we live in a world where some TikTok influencers have the ability to spark global trends. As Lebron has reminded us all, sometimes we just need to let women live without telling them to be demure, mindful, or cutesy. Could this be a trend that finally lets us joke around without taking things too seriously? It just might be.

Feature image: Pexels 

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