Goodbye Brat Summer, Hello Demure Fall

The summer of 2024 was dedicated to one thing — being a brat. And for arguably once in our lives, thanks to singer Charli xcx, that was a good thing. Popularized by the singer’s new album Brat, Brat summer — the slime green-hued aesthetic that embraces mess and authenticity — came to define pretty much every aspect of the lives of those who are very online, from our personal style, to the music we listened to, and even the (cigarette-adorned) flowers we coveted. She was that girl. But not anymore.

With September around the corner, we’re swapping the chaos of brat summer for the elegance of demure fall. If you’re confused, you’re definitely not alone. Allow us explain. (Do you see how we don’t judge you for not understanding this viral trend? Very mindful, very considerate.)

Within the last week, TikTok creators have been flooding the app with videos sharing advice on how to be “demure” and “mindful” in everyday situations, from getting out of your car, to doing your makeup for work, to walking down the Las Vegas strip. Brands like Chili’s (the least demure restaurant out there) and Gilmore Girl throwbacks are also hopping onto the trend. (How cutesy of them.) So, what the heck does it all mean?

What exactly is the very demure trend?

For those not chronically online or just outside hip Gen Z demo (*raises hand*), the demure trend refers to satirical videos that explain how people can act “very demure” and “mindful” in a variety of different situations. As Forbes notes, said situations tend to be increasingly silly, like how to be demure while exiting the plane (don’t clap, don’t stand up immediately to de-plane).

Sometimes the demure trend is used in situations where you might not actually use a word like demure, which means reserved or shy, like how to appropriately show up on the Las Vegas strip (with medium-length nails, braids, wig flat-ironed and showing just enough “chi chi,” a.k.a. cleavage). LOL.

High on the silliness scale is a video on how to act demure when leaving Cirque du Soleils’ KÀ (take your time while leaving, hold your fan).

And another on how to be demure at a hotel (gift the staff donuts when you check out, don’t leave a mess for them to clean up).

In most cases, words like “demure,” “mindful” and “considerate” are used interchangeably in situations where you want to be modest, kind of unassuming and most importantly, aware of others around you. Another word thrown around with it is “cutesy” which is essentially when you’re being graceful. Did you take out the trash at your parent’s house? That’s mindful. Did you show up early and take the back spot in your pilates class, wearing your little pilates socks? So demure, so cutesy. Floss your teeth before bed? So demure. Miss your flight? That’s not demure.

Honestly, it’s mostly about *vibes.* And crucially, it’s totally satirical.

As many people online have pointed out, the very demure trend seems to poke fun at other popular — and kind of bland — trends and aesthetics that influence not only how you look, but how you should behave. Think quiet luxury, the "clean girl" aesthetic or the "coquette girl" trend. The videos, in their ludicrousness, are flicking at the silliness of it all. But that doesn’t mean it isn’t fun.

How did the very demure trend start?

As with many viral trends on the internet, there’s divide over who officially started the trend, but its popularity is undoubtedly thanks to influencer Jools Lebron, whose video about doing her makeup for work first went viral (importantly, with no green cut crease).

Since Lebron posted her first video in early August, she’s gone on to share their tips for being demure and mindful for pretty much every situation under the sun, including those referenced above that are downright delightful in their silliness.

Why is it so popular?

Because it’s hilarious. If you’re questioning why this particular almost-impossible-to-explain trend has taken off, you haven’t spent enough time on the internet. If there’s one thing online folks love these days, it’s a trend that captures the zeitgeist. The world is currently, and seems to perpetually be, a dumpster fire. If we can’t have our silly little viral trends to get us through, then what do we have?

What does the demure trend signal?

Like so many viral trends that have come before it, the demure trend does mark a shift into a new moment, signalling a move into fall. And if you think about it, fall is very demure. As opposed to the chaos and in-your-face vibes that summer usually brings, fall is typically a time to hunker down, cozy up at home and wear your best knits (very cutesy).

You see how you read all the way to the end of this article? Very demure, very mindful of you.