Move over Brat girl summer, it's time to be 'demure'.
Yep, there's yet another buzzword we need to add to our TikTok dictionaries - along with 'morning shed', 'cortisol face' and 'yacht shoulders'.
No doubt you'll have seen videos pop up on your feed championing the virtues of being 'very demure, very mindful'.
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But, on the off chance you haven't, here's everything you need to know about the social media trend taking over Gen Z. Have a look:
What is being 'demure'?
Now, technically speaking, 'demure' is defined as being reserved, modest, and shy and is an adjective typically used of a woman.
While the term 'demure' seems more like it belongs in our parents' lexicon rather than a bunch of 20-somethings, the main thing to note about this trend is that it's basically a total p*sstake.
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More of a satirical joke than an actual 'how-to' guide for women to act, the 'demure' trend seems to poke fun at the influencer minefield of relentless new aesthetics and 'cores' we're all tired to death of seeing - let alone keeping up with.
Unlike the 'clean girl' aesthetic, 'cottagecore' and 'soft girl' aesthetic - the 'demure' trend self-consciously makes fun out of ever-rotating conveyor belt of social media trends and buzzwords.
Where did the 'demure' trend come from?
Earlier this month, TikToker Jules Lebron, who goes by the @joolieannie online, posted a video titled 'how to be demure at work' which blew up and has since racked up 3.8 million views.
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Since then, they've shared a whole bunch of videos following the same format including 'how to apply deodorant in a demure way', 'how to pick up your ID you left at a gay bar in a very demure way' and 'how to be demure when you're hungover and have to go to CVS'.
Iconic, tbh.
The trend seems to have a special place in the hearts of Gen Z - myself included. (TikTok/@c.atherinegrace)
Why do Gen Z love it so much?
Well, as a member of the Gen Z community myself, I'm pretty sure we all love it because it's a total breath of fresh air from the hyper-aestheticised lifestyle, beauty and wellbeing we've all got some major fatigue over.
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Many TikTok users have rushed in to share their praise over the trend with one confessing: "I CANNOT STOP SAYING VERY DEMURE VERY MINDFUL."
Coining a new phrase altogether, a second penned: "Commenting to stay in demure Tok."
"I need to stay on demure TikTok," echoed a third while a fourth chirped: "Demure is my word of the week."
Another praised: "Practicing demurity daily cus of you."
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And a final TikTok user added: "This TikTok will be my personality for the next few weeks or months. Thank you."
Us too.
Topics: TikTok, Life, Social Media, Beauty
Rhiannon Ingle