In early August, Lebron posted a video that took the internet by storm and garnered more than 40.4 million views. The three phrases subsequently flooded social media after the creator started using them to explain to viewers how she deals with various everyday situations, the server wrote NBC NEWS. For example, in the video where she is in the car, she puts perfume on herself and continues with the now popular words: “Very discreet, very attentive. Let’s not forget to be decent, divas.”
“Demure” is now having its moment, similar to the word “brat” (brat), popularized by British singer Charli XCX’s latest album at the beginning of the summer, or “rizz” (short for charisma), which was even named word of the year by the University of Oxford.
And how to translate the word “demure” in the given context? According to the Merriam-Webster dictionary, the word means “restrained” or “modest”. Lebron himself uses the phrase “get ready with me” when creating content. “See how I put on my makeup for work? Very decently, very carefully. I don’t look like a clown when I come to work. When I’m at work I don’t do much, I’m very attentive,” says Jools in the viral video.
According to pop culture and digital media expert Shana MacDonald, what’s fascinating about the trend is its charge and how it defies historical norms. MacDonald told CBC News that the word “modest” once denoted a traditional, outdated form of white femininity — pearls, perfectly flimsy dresses and obedience. But Lebron, she says, is redefining what it means to be decent, according to his own rules.
With the new trends comes the newly acquired popularity, from which Lebron is now benefiting. Like Hailey Welch, known by the nickname “Hawk Tuah Girl”, Jools is approached by event organizers and producers of famous American TV shows. The TikToker felt a moment of fame, for example, on the set of the popular talk show Jimmy Kimmel Live! “One day I was playing cashier and making videos on my break and now I’m flying all over the country doing events and I’ll be able to fund the rest of my transition,” Jools Lebron now rejoices.
