How to define ‘demure?’ The mysterious girl at the bar who coolly swirls an olive around her martini glass while waiting for her friend to return from the ladies. The guest that hovers in the shadowy corners of a party, unafraid to leave the soirée early. Anna Wintour perched front row while shielding herself from the crowds via opaque lenses.
No frills, not fuss. Just - demure. Demure behaviour has become TikTok’s latest musing.
A trend kickstarted by content creator Jools Lebron , acting ‘very demure, very mindful,’ is the quiet antidote to main character energy social media craved. Since the first viral clip earlier this month, there has been in excess of 220,000 videos made using the hashtag '#demure' on TikTok. People are posting their meals, daily office fits, talking about their nights out and even finishing emails in a ‘demure and mindful way,’ demonstrating that the concept isn’t solely a trend, it’s a lifestyle.
According to new research by jewellery brand PRYA , searches for ‘very demure, very mindful TikTok’ increased by 5,000 per cent in the past week on Google in the UK, kicking Brat Girl Summer to the curb. “How to be demure and modest and respectful at the workplace,” the trending TikTokker starts off by saying, “You see how I do my makeup for work? Very demure, very mindful.” MORE: Rich Girl, Quiet Luxury and Old Money: A celebrity stylist breaks down the differences and how to get the look MORE : 10 minimalist outfits that you.