After a brat summer, the Internet is having a ‘very demure, very mindful’ fall

The era of carefree abandon, epitomised by the “brat summer” trend, is officially drawing to a close. Now, everyone seems to be having a ‘very demure, very mindful’ fall.

Have you also been seeing the term everywhere and then scratching your heads about what this means? Well, don’t worry, because we took on the task of understanding the new trend and how it emerged.

brat summer, demure fall.

— Sean Garrette (@seangarrette) August 12, 2024

TikToker Jools Lebron is spearheading a new movement that emphasises being “very demure, very mindful.” A stark contrast to the exuberant energy of the brat summer aesthetic, Lebron’s approach encourages followers to cultivate a more reserved and introspective persona.

The trend has been fast gaining traction ever since, with many emphasising a more subdued, thoughtful approach to life, fashion, and self-presentation. Unlike the flashy, fast-paced trends that often dominate social media, this trend is about embracing simplicity, calmness, and intentionality in various aspects of life.

demure demure demure do mure job applications

— xavier (@nahimdifferent) August 12, 2024

The idea of being “demure” ties into a more reserved and understated way of dressing and behaving, while “mindful” suggests a focus on intentional living, making choices that are thoughtful and deliberate.

The word “demure” carries a deeper linguistic significance than its current TikTok usage. According to what etymologist Jess Zafarris told The Guardian, the Latin root of demure, “maturus,” translates to “ripe” or “mature.” Interestingly, this connects to the root of “precocious,” which is “coquere,” meaning “pre-cooked” or “ripened.”

“It reminds me of the root for the word precocious, ‘coquere’, which means pre-cooked or ripened, and tends to describe children who are better behaved, more disciplined, and perform better within the constraints of a classroom,” Zafarris said. “Demure gets applied to women in the same way: a woman who is well-behaved, doesn’t stand out, and is more reserved, composed, and serious.”

you see how he opens the doors with both hands? evenly? very demure, very mindful. you see how he pauses for a moment to allow everyone to admire him? very cutesy, very thoughtful pic.twitter.com/Z3NMy27VtI

— anna 🏹 (@myelessar) August 15, 2024

Zafarris suggests that both terms imply a conformity to societal expectations, with demure women being those who adhere to traditional norms of behavior. Despite its popularity, the trend has faced some criticism for potentially glamourising a lifestyle that has led to the subjugation of many, especially women.

Some argue that it can promote an unrealistic standard of calm and simplicity that is difficult to achieve in the reality of daily life. Additionally, like many trends on TikTok, it can sometimes feel performative rather than a genuine expression of values.

Whether it’s a fleeting trend or a lasting movement, its emphasis on mindfulness and demureness, right when brat summer was gaining steam, reflects a broader cultural desire for balance and tranquility in an increasingly fast-paced world.

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