Why is being ‘very demure’ trending on social media? Let us explain.

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14 Aug 2024 • 6:00 PM MYT
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LifestyleAsia MY

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It may have been a brat summer thanks to the mammoth success of Charli XCX’s latest output, but be prepared to step into another social media buzzword season with the rise of the ‘very demure’ movement. Let us break it down for you.

If you were to look up the word ‘demure’ on the Merriam-Webster dictionary online, it is defined as an adjective typically used to refer to women who are reserved, quiet, well-behaved, and modest. As far as its etymology is concerned, the origin of the word remains obscure but is believed to have first entered the English lexicon around the middle of the 14th Century.

While what it means to be ‘demure’ has remained largely unchanged in modern parlance, the context in which it is used most certainly has, especially if one has been scrolling through TikTok as of late.

You know about ‘brat’ summer, now meet ‘very demure’ fall

In an unexpected switch-up from the almost anarchic irreverence of being ‘so julia‘ in lime-green t-shirts, social media users are now making a move to profess that they are, as the cast of Bridgerton would put it, oh so ‘demure’.

That’s thanks to none other than TikTok star Jols Lebron, whose ‘very demure, very mindful’ approach to all facets of her life has inspired a new wave of ardent faithful. This is best exemplified by a recent video in which Lebron speaks on interview-appropriate makeup looks. “You see how I do my makeup for work? Very demure. Very mindful,”

Not Patty and Selma, not Marge Simpson, because the goal here is to exude demureness. “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.” she adds. So, in essence, being ‘very demure’ would be the antithesis of raucous brat behaviour.

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

Drawing in more than 12 million views since it was first uploaded, Lebron’s advice on demureness has since inspired a veritable etiquette guide spanning all manner of opportunities where one can be as demure as possible, whether it be when you’re applying deodorant (smelling good is demure), or when you’re in Vegas (don’t do a water bottle of vodka with a side of lemonade, that’s not demure).

All of which coincides perfectly with the advent of the coquette movement and babygirlism, which will require separate explainers if you don’t know what either of those phrases mean.

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

It’s all in good humour, of course. But if you’d like a run-down on how you can live your life with a little more demurity, mindfulness, and grace, here are a handful of tips from the wizened arbiters of modern etiquette on X.

1. Always remember to be demure, regardless of the setting you find yourself in.

2. Beverages like club soda are so demure

3. Sitting with your legs crossed, like how the Internet’s babygirl Jacob Elordi demonstrates here, expresses peak demureness

4. Being demure takes effort, so get your ass off and be demure

5. Having impulse control and self-respect is also very demure

6. Sobriety and serving face, Lisa from BLACKPINK knows how to exude demureness

7. That elegance and posture? Shawn Mendes is absolutely demure

The information in this article is accurate as of the date of publication.
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