"Very demure, very mindful." How the viral trend demure took over social media and why modesty is back in fashion

This summer's main trend on TikTok — brat — has been replaced by a new one. It's called demure and is based on modesty. It quickly became a meme and was picked up by celebrities. Spletnik figures out what it is.

The demure trend (translated from English as reserved, shy) went viral after Jules Lebron's video on TikTok. In it, she talks about how she gets ready for work: she puts on moderate makeup, styles her hair in a simple hairstyle, and puts on emphatically modest clothes. The video has already gained more than 22 million views, and the phrase "very demure, very mindful" has become a motto.

Demure emerged as a counter to the brat trend popularized by singer Charli XCX. She wrote on social media that a brat is someone who likes to party, be a little naughty, and sometimes say stupid things. Even US presidential candidate Kamala Harris was given this title.

Now LeBron tells how to live and behave in the demure style: for example, you should arrive at the airport early and be polite to everyone there, and come to a party (even if it is in Las Vegas) with the same modest makeup and manicure, in elegant clothes and with a neat hairstyle.

Of course, there is a certain amount of irony in this: the Internet has started teaching how to eat in the demure style (as carefully as possible). This trend should not be confused with "quiet luxury" (old money), in which clothes should be expensive and made of high-quality materials, but not flashy. Demure is about restraint in everything.

The trend did not appear out of nowhere: last year, elegance and modesty reigned on the catwalks. Now, the attributes of demure have become: a burgundy or maroon bag (of course, made of eco-leather), a long lace skirt (ideally from a local brand), things made of chocolate-colored satin (bought in the spirit of conscious consumption, for example, in a second-hand store), things in thin stripes and pumps or kitten mules.

Even celebrities have picked up on the trend: Jennifer Lopez showed how to "modestly" drink lemonade, and actor Penn Badgley (who played a maniac in the series "You") filmed a video about how he demurely gets ready for a film set. Oddly enough, Kamala Harris also got into this trend, she was called an exemplary demure in contrast to Donald Trump.