What new ‘demure’ trend taking over Gen Z actually is as latest buzzword leaves internet confused

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'.

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.

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.

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.

i can always tell when there's a new tiktok buzzword because i saw 73 tweets with the word "demure" in it today

— june (@matzahluvr) August 12, 2024

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.

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."

And a final TikTok user added: "This TikTok will be my personality for the next few weeks or months. Thank you."

Us too.