“Demure” is a new trend on the social network TikTok that encourages a lifestyle of modesty, awareness and gentleness. Although it originally started as a joke, it quickly became a hit, especially among Generation Z.
Behind the trend is the American tiktok creator Jools Lebron, who advises her fans how to be restrained and polite in various areas and situations. Her ironic, yet apt comments and advice gained almost two million followers, over one hundred million “likes” and the attention of the media and companies within a few days.
What “demure” means in practice
Lebron describes “demure” behavior as being always well-groomed and self-conscious. For example, at work, she recommends wearing moderate clothing and make-up and behaving professionally.
“I’m very modest, I’m very conscious. As I came for the interview, I also go to work. Many girls go to interviews like Marge Simpson and go to work like Patty and Selma (fictional characters from the American animated series The Simpsons, editor’s note.). That’s not demure,” he explains to his followers.
She posted the video, which went viral a few days later and today has over 42 million views
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